Very basic blogging advice aimed at writers (authors, journalists, etc.). I've been blogging for years (though minimally, only as part of broader markVery basic blogging advice aimed at writers (authors, journalists, etc.). I've been blogging for years (though minimally, only as part of broader marketing efforts, not as a full-time blogger). This book includes many specific tutorials for different blogging-related services (WordPress.com, Blogger, etc.). It contains many "featured bloggers," briefly showing the experience of real bloggers, which include a tip here and there but are not very insightful.

How to encourage comments1. End post with a question. Don't use it too often.2. Ask for advice or contributions.3. Reduce barriers to commenting (CAPTCHA, etc.).4. Show appreciation for commenters. At least reply, even if just to thank commenter. Consider thanking publicly on social media. Consider inviting regular contributors to write a guest post.

"Try to post once a week as a minimum. This is enough for your blog to look active, for Google to notice you, and for subscribers to feel loved. Research has shown that when you start to post more frequently, subscriptions, page views, and comments all go up."...more

Some good marketing lessons here, though I wouldn't call them "immutable" or "laws." I laughed at some of the predictions because the opposite has occSome good marketing lessons here, though I wouldn't call them "immutable" or "laws." I laughed at some of the predictions because the opposite has occurred. It's more applicable to big (national or international) businesses than small ones. For example, The Law Of Duality: In the long run, every market becomes a two-horse race. This isn't relevant to small or medium businesses, or even to many large businesses. But, most of the principles can apply even to small businesses.

The authors say the basic issue of marketing is to create a category you can be first in.

I read this because I'm always looking to refine the marketing of my web agency, OptimWise. I'm also interested in learning ways to improve the websites and web marketing we provide for clients.

Notes1: The Law of Leadership: It’s better to be first than it is to be better.

Much easier to get into mind 1st than to convince someone you have a better product than company that got into mind 1st.

2: The Law Of The Category: If you can’t be first in a category, set up a new category you can be first in.

3: The Law Of The Mind: It’s better to be first in the mind than it is to be first in the marketplace.Being 1st in mind is everything in marketing. Being 1st to market is only important in that it allows you to be 1st into mind.

4: The Law of Perception: Marketing is not a battle of products, it’s a battle of perceptions.

5: The Law Of Focus: The most powerful concept in marketing is owning a word in the prospect’s mind.Common, dictionary words are best, not complicated or invented words. FedEx owns "overnight."

You want your brand to stand for generic in category (Coke owns "cola").

You can't narrow focus with quality, honesty or any other idea that other companies aren't positioned against.

6: The Law Of Exclusivity: Two companies cannot own the same word in the prospect’s mind.

7: The Law Of The Ladder: The strategy to use depends on which rung you occupy on the ladder.If you can't be 1st in prospect's mind, try to become 2nd and work your way up to 1st.

8: The Law Of Duality: In the long run, every market becomes a two-horse race.Battle usually winds up as titanic struggle between old, reliable brand and upstart.

9: The Law Of The Opposite: If you’re shooting for second place, your strategy is determined by the leader.Wherever leader is strong, there's opportunity for #2 to turn leader's strength into weakness. Don't try to be better; be different.

There seem to be 2 types of buyers: those who want to buy from leader, and those who don't. Appeal to latter group by positioning yourself against leader.

10: The Law Of Division: Over time, a category will divide and become two or more categories.E.g., computer category split into many categories of computer.

11: The Law Of Perspective: Marketing effects take place over an extended period of time.

12: The Law Of Line Extension: There’s an irresistible pressure to extend the equity of a brand.Most violated law. Happens without conscious effort.

Maintain focus; don't spread brand too thin.

13: The Law Of Sacrifice: You have to give up something in order to get something.Opposite of line extension. Limit scope of product line, product market, constant change.

14: The Law Of Attributes. For every attribute, there is an opposite, effective attribute.Better to go after opposite attribute of leader, not same attribute.

15: The Law Of Candor: When you admit a negative, the prospect will give you a positive.Admit a negative and twist into a positive. E.g., "With a name like Smucker's it has to be good," Avis' "We Try Harder."

Negative statements are accepted as truth without proof, but prospects view positive statements with skepticism and want proof.

16: The Law Of Singularity: In each situation, only one move will produce substantial results.Trying harder isn't the secret of marketing success. Only thing that works is single, bold stroke.

17: The Law Of Unpredictability: Unless you write your competitor’s plans, you can’t predict the future.

18: The Law Of Success: Success often leads to arrogance, and arrogance to failure.

19: The Law Of Failure: Failure is to be expected and accepted.Be willing to drop, rather than fix, things that aren't working.

20: The Law Of Hype: The situation is often the opposite of the way it appears in the press.

21: The Law Of Acceleration: Successful programs are not build on fads, they are built on trends.Most profitable thing to ride is a long-term trend, not a short-term fad.

22: The Law Of Resources: Without adequate funding, an idea won’t get off the ground.Even the best idea in the world won't go very far without spending on marketing. Money is needed to get into mind and stay in mind....more

One of the best branding and messaging books I've read. Miller shows how to use storytelling to make your messaging and branding simpler and more effeOne of the best branding and messaging books I've read. Miller shows how to use storytelling to make your messaging and branding simpler and more effective. I like the straightforward, common sense approach.

Here's the basic story framework you can customize to write your "brand script": A character who wants something encounters a problem before they can get it. At the peak of despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and end in success.

To the customer you must present yourself as a guide who has a plan to solve their problem. You can create your brand script for free at mystorybrand.com.

I read this because I'm always looking to refine the marketing of my web agency, OptimWise. Of course, I'm also interested in learning ways to improve the websites and web marketing we provide for clients. This book was recommended by another business owner.

IntroductionBusinesses that invite their customers into a story are remembered. Others are forgotten.

The Key to Being Seen, Heard, and UnderstoodMost marketing doesn't work because it's too complicated. Using stories in marketing makes communication simpler and more predictable.

Focus on aspects of your offer that will help customers survive and thrive. All great stories are about survival (physical, emotional, spiritual). Position products and services as aid to helping people survive, thrive, be accepted, find love, achieve aspirational identity, bond with tribe that will defend them physically and socially.

Must identify what customer wants, what problems you're helping solve, and what life will look like after they engage your products/services.

The Secret Weapon That Will Grow Your BusinessBasic story framework: A character who wants something encounters a problem before they can get it. At peak of despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and end in success.

Questions your marketing materials must answer within 5 seconds• What do you offer?• How will it make my life better?• What do I need to do to buy it?

The Simple SB7 FrameworkCustomer is hero, not your brand.

When you give a speech/presentation, position yourself as Yoda and your audience as Luke Skywalker.

Customers want a simple, clear path to do business with you.

If there's nothing at stake in a story, there's no story. If there's nothing at stake in whether a customer buys your product, there's no reason to buy. Must show cost of not doing business with you. Brands that help customers avoid something negative engage customers because they define what's at stake. Use negativity sparingly.

A CharacterWhen you fail to define something customer wants, you fail to open a "story gap," and they have no motivation to engage you; there's no question that demands resolution.

Pare down customer's ambition/desire to a single focus and aim overall brand marketing at that. Marketing of individual products/services can aim at subplots of that focus.

Has a ProblemPosition products/services as weapons customers can use to defeat a dastardly villain. Villain should be personified. E.g. time management software stops distractions in its tracks, because distractions dilute potential, wreck family, steal sanity, cost time and money.

Desire to resolve frustration is greater motivator than desire to solve external problem. E.g., Apple sold resolution to problem of users being intimidated by computers.

Give customers a sense of meaning; they want to be involved in a story that's deeper than themselves. Position products/services as tools customers can use to fight back against something that shouldn't be.

Frame buying your product/service as resolution to external, internal, and philosophical problem. E.g., Edward Jones: Villain: financial firms that don't listen to customers. External: I need investment help. Internal: I'm confused about how to do this. Philosophical: If I'm going to invest, I need an advisor who will thoughtfully explain things in person.

4 questions to answer in Problem section1. Who's the villain?2. What external problem is villain causing?3. How is that problem making your customers feel?4. Why is it unjust for them to suffer at hands of villain?

And Meets a GuideCustomers aren't looking for another hero. They're looking for a guide.

How to show authority through marketing1. Testimonials. Use a few (~3), not too many, and keep brief.2. Stats. E.g., number of customers, how much money they've saved, percentage their businesses have grown.3. Awards. Include award logos or other indications.4. Logos of recognizable businesses.

Who Gives Them a PlanCustomers trust a guide who has a plan.

2 types of plan1. Process plan. Pre-purchase (steps customer takes to buy), or post-purchase (steps to use product), or both. Key is to alleviate confusion. Include 3-6 steps.2. Agreement plan. Describe guarantee, values. Alleviate fears customers have about working with you.

And Calls Them to ActionYou must believe in your product. If you don't clearly ask for sale, prospect senses weakness; they think you're asking for charity rather than to change their lives.

That Helps Them Avoid FailurePeople are 2-3x more motivated to avoid loss than achieve gain.

Fear appeal1. Make prospect realize they're vulnerable to threat.2. Let prospect know they should take action to reduce vulnerability.3. Let people know about a specific action/offer that protects them from risk.4. Challenge people to take this specific action.

Use moderate levels of fear; people don't act on low levels, and block out high levels. Treat fear as salt in recipe; use sparingly.

Describe cost of not doing business with you: lose money, health risks, opportunity costs (make or save money), declining quality of life. E.g., for financial advisor: confusion about how money is invested, not being ready for retirement, lack of transparency from advisor, lack of 1-on-1 interaction, hidden fees. "Don't postpone your retirement. You've worked too hard for too long to not enjoy time with your grandchildren."

And Ends in a SuccessNever assume people understand how you can change their lives. Tell them.

Vision you paint for prospects should be specific and clear.

How to write end to story: figure out how customer's life will look externally after their problem is solved, then how that resolution will make them feel, then how that resolution will make world more just place to live.

Promise that hero/customer will do one of following1. Win a power or position.2. Be unified with someone or something that makes them whole.3. Experience some self-realization that makes them whole.

Building a Better Website5 things website should include1. Offer, above the fold. Short, enticing, exclusively customer-centric. Tell customers what's in it for them. Promise an aspirational identity. Promise to solve a problem. State exactly what you do.2. Obvious CTAs. Put direct CTA ("buy now", "call now") in top right of site and center of homepage, above fold. Put transitional CTA (lead generator) next to direct CTA in less bright color.3. Images of success. Show compelling images of happy people who've had pleasurable experience engaging your brand.4. Bite-size breakdown of revenue streams. Put overarching message that unifies various streams on homepage. Put separate divisions on separate pages.5. Very few words. People scan, they don't read. Use brief, punch, relevant copy.

Using StoryBrand to Transform Company CultureYour StoryBrand can engage employees as well as customers.

Create 1-liner that answers: Who is customer? What's their problem? What's your plan to help them? What will their life look like after you help them? E.g., "Most business owners don't know how to talk about their company, so we created a framework that helps them simplify their message, create great marketing material, connect with customers, and grow their business."

Lead generator must provide enormous value for customer and establish you as authority in field.

What to include in marketing emails1. Talk about a problem2. Explain plan to solve problem3. Describe how life will look for reader once problem is solved4. P.S.

Testimonials should showcase your value, results you get for customers, experience people had working for you.

Ask customers these questions to build case studies or testimonials1. What was the problem you were having before you discovered our product?2. What did the frustration feel like as you tried to solve the problem?3. What was different about our product?4. Take us to the moment you realized our product was solving your problem.5. Tell us what life looks like now that your problem is solved or is being solved.

Referrals and peer recommendations are up to 2.5x more responsive than any other marketing channel.

Create a small educational PDF or video for customers to share with others. Tell customers, "We created this to help people solve X problem. If you have friends with X problem, please send this to them. We'd love to help them too."

A decent but not groundbreaking explanation of how to beat your competition through value innovation: creating a leap of value for buyers while drivinA decent but not groundbreaking explanation of how to beat your competition through value innovation: creating a leap of value for buyers while driving costs down. The book explains the theory and gives examples. There are many questions for you to ask yourself about your business. There are some helpful tables and graphs. The book is fairly dry, and not especially engaging. It's written for larger companies with mass-market products, so small businesses that provide services (like mine) need to put some effort into translating the advice to their situation.

According to the book, value innovation happens by 1) saving costs by eliminating and reducing factors and industry competes on, and 2) increasing buyer value by raising and creating elements the industry has never offered.

"Although some blue oceans are created well beyond existing industry boundaries, most are created from within red oceans by expanding existing industry boundaries … In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. It will always be important to to swim successfully in the red ocean by outcompeting rivals. Red oceans will always matter and will always be a fact of business life. … To seize new profit and growth opportunities, they also need to create blue oceans."

The authors say the book is based on over 15 years of research in over 30 industries, data going back over 100 years, and HBR and academic articles.

NotesAnalytical Tools and Frameworks4 Actions Framework• Eliminate: Which of the factors that the industry takes for granted should be eliminated?• Reduce: Which factors should be reduced well below the industry's standard?• Raise: Which factors should be raised well above the industry's standard?• Create: Which factors should be created that the industry has never offered?

Reconstruct Market Boundaries6 Paths Framework to breaking out of market boundaries 1. Look across alternative industries. Focus on key factors that lead buyers to trade across alternative industries (products and services with different functions and forms but same purpose. Give advantages of both alternatives. E.g., NetJets gives advantages of commercial airlines and private jet.

2. Look across the strategic groups within industries. Understand why consumers trade up or down among groups. E.g., Curves built on advantages of traditional health clubs and home exercise. Lexus offered quality of Mercedes at price of Lincoln.

3. Look across chain of buyers. Shift buyer group. E.g., Novo Nordisk focused on patients, not doctors. Bloomberg focused on traders and analysts, not IT managers.

4. Look across complementary products and service offerings. Define total solution buyers seek when they choose your product/service and think about what they need before, during, after they use your product. Identify pain points of your product and eliminate them through a complementary product. E.g., Barnes & Noble shifted from seller of books to seller of pleasure of reading and intellectual exploration, adding lounges and coffee bars. Dyson designed vacuum cleaners without cost and annoyance of changing bags.

5. Look across functional or emotional appeal to buyers. Functionally-oriented industries (those that compete on price and functionality with a rational appeal) can infuse commodity products with new life by adding a dose of emotion. E.g., Cemex shifted from selling bags of cement to selling a dream: adding a room to a house, where the family can laugh and be happy. Starbucks shifted from selling coffee to selling emotional atmosphere.

6. Look across time. Foresee how trends will change value to customers and change your business model, to take advantage. Study trends that have high probability of impacting your business, are irreversible, and have a clear trajectory. Predict what market will look like given the trend, then work backwards to identify changes to make today. E.g., Apple created iTunes to take advantage of trend towards mobile digital music. Cisco took advantage of growing demand for high-speed data.

Focus on the Big Picture, Not the Numbers4 steps of visualizing strategy1. Visual awakening. Compare your business with competitors by drawing your "as is" strategy canvas. See where your strategy needs to change.2. Visual exploration. Go into the field to explore the 6 paths to creating blue oceans. Observe the distinctive advantages of alternative products and services. See which factors you should eliminate, create, change.3. Visual strategy fair. Draw your "to be" strategy canvas based on insights from field observations. Get feedback on alternative strategy canvases from customers, competitors' customers, and non-customers. Use feedback to build the best "to be" future strategy.4. Visual communication. Distribute your before-and-after strategic profiles on one page for easy comparison. Support only those projects and operational moves that allow your company to close the gap to actualise the new strategy.

Talk to and observe customers, non-customers, users.

Reach Beyond Existing DemandFocus on non-customers and desegmentation before exploiting differences among existing customers. Seek to convert non-customers of the industry into new demand, rather than trying to capture greater share of existing industry customers. Seek key commonalities in what buyers value, rather than trying to embrace customer differences through finer customization and segmentation.

Non-customers tend to offer far more insight into how to unlock and grow a blue ocean than do relatively content existing customers.

Questions to ask about non-customers1. Why do first-tier non-customers watch to jump ship and leave your industry? Focus on commonalities and the segment buyers.2. Why do second-tier to your non-customers refuse to you? Focus on commonalities.3. Why is your industry not targeting third-tier unexplored non-customers? What needs do they have that you could meet?

No tier of non-customers is inherently more valuable. Focus on the one that's the "biggest catchment" at the time. And see if there are commonalities across all three tiers.

Get the Strategic Sequence RightSequence of blue ocean strategy1. Buyer utility: Is there exceptional buyer utility in your business idea?2. Price: Is your price easily accessible to the mass of buyers?3. Cost: Can you attain your cost target to profit at your strategic price?4. Adoption: What are the adoption hurdles in actualizing your business idea? Are you addressing them up front?

Powerful branding advice. It's easy to see why this is a branding classic. It's more applicable to big (national or international) businesses than smaPowerful branding advice. It's easy to see why this is a branding classic. It's more applicable to big (national or international) businesses than small ones. The examples are of Fortune 500 companies. But, most of the branding laws apply even to small businesses. Some of the laws overlap and repeat. I questioned some of the examples, because the authors seem to overemphasize the importance of branding in the success or failure of the companies, and they overlook the many other factors that contributed to their success or failure.

The laws go against a company's natural desire to expand its brand into a wide range of products and even other categories. The authors point out that doing so dilutes the brand. According to the authors, a brand is a singular idea that you own in the prospect's mind. Even better is if that idea can be represented by a single word, such as how Volvo owns "safety." The authors say that limiting your brand is the essence of branding; a brand must stand for something simple and narrow.

The authors say that the most useful aspect of branding is creating a new category, not increasing market share. They advise narrowing your focus dramatically, and creating a new category. They say, "Ask not what percentage of an existing market your brand can achieve, ask how large a market your brand can create by narrowing its focus and owning a word in the mind."

I read this because I'm revisiting the branding of my web agency, OptimWise. I googled for the best branding books, and this one bubbled to the surface.

Notes1. The Law of Expansion: The power of a brand is inversely proportional to its scope.Limit the number of products you sell under a brand. Chevy should have stuck with fewer models.

2. The Law of Contraction: A brand becomes stronger when you narrow its focus.Starbucks narrowed to coffee, Subway to sub sandwiches. A narrow focus makes it easier to dominate a category.

Once companies become successful, they expand their brands, but they had narrow brands to become successful.

3. The Law of Publicity: The birth of a brand is achieved with publicity, not advertising.The birth of a brand is achieved with publicity, not advertising. Advertising can maintain a high-flying brand, but generally won't launch one.

A new brand must be capable of generating favorable publicity in the media. Best way is by being first brand in a new category.

What others say about your brand is more powerful than what you say about yourself, which is why publicity is more powerful than advertising.

High-tech companies especially are launched through publicity, not advertising.

4. The Law of Advertising: Once born, a brand needs advertising to stay healthy.Phase 1: intro of new category (requires publicity)Phase 2: rise of company that pioneered new category (requires advertising)

Advertise your brand leadership (that you are number one in your category); it's the most motivating factor in customer behavior.

People don't believe the claim that "Our product is better." But if you say, "Our product is the leader," people think it must be better than competition.

Advertising may not pay for itself, but it raises the price of admission, making it harder for competitors to steal your market share.

5. The Law of the Word: A brand should strive to own a word in the mind of the consumer.Mercedes owns "prestige." Volvo owns "safety."

Once you own a word, it becomes nearly impossible for a competitor to steal it, even if they become a better match for the word.

You can't become the generic (e.g., Kleenex for facial tissue) by overtaking the leader. You can only do it by being first and establishing the category.

If you weren't first in category, create a new category by narrowing focus. Prego focused on thick spaghetti sauce to win market share from Ragu, leader in spaghetti sauce.

To brand a prestige product, you need to make your product/service more expensive than competition, and find a code word for prestige (e.g., "engineered like no other car in the world.").

The most successful brands kept a narrow focus and expanded the category, rather than expanding their name into other categories.

"Ask not what percentage of an existing market your brand can achieve, ask how large a market your brand can create by narrowing its focus and owning a word in the mind."

6. The Law of Credentials: The crucial ingredient to the success of any brand is its claim to authenticity.Customers disbelieve most product claims, but they believe claim to authenticity ("it's the real thing").

Customers tend to believe product claims only when they're closely related to the brand's credentials (what the brand "knows" or is known for).

No matter how small the category, focus on becoming leader. Don't simply sell benefits of category.

7. The Law of Quality: Quality is important to have, but brands are not built by quality alone."There is almost no correlation between success in the marketplace and success in comparative testing of brands."

Perception of quality is more important than actual quality. Best way to build perception of quality is building your brand.

Having better name (reputation) than competition builds perception of quality. Specialists have stronger names than generalists.

High price also builds perception of quality.

8. The Law of the Category: A leading brand should promote the category, not the brand.Most efficient, productive, useful aspect of branding is creating a new category, not increasing market share. Narrow the focus to nothing, and create a new category.

To build brand in non-existent category, launch brand in way that creates perception that brand was first, leader, pioneer, or original. Use one of these words to describe brand. Promote new category.

9. The Law of the Name: In the long run a brand is nothing more than a name.Narrow focus to a slice of market. Then make your brand name stand for the category (the generic effect) and expand category by promoting benefits of category, not brand. Domino's promoted home pizza delivery, not its own name.

10. The Law of Extensions: The easiest way to destroy a brand is to put its name on everything.Before launch, ask yourself what customers will think of current brand. E.g., Diet Pepsi means Pepsi isn't healthy.

If market is moving out from under you, stay where you are and launch a second brand. Otherwise, just continue building your brand.

11. The Law of Fellowship: In order to build the category, a branch should welcome other brands.Dominant brand should welcome competitors. Choice stimulates demand, because customers become more aware of category. Customers feel better about a category that contains choices.

Similar businesses benefit from each other (e.g., car dealerships, fast food). They attract more customers, customers like comparison shopping, and businesses can learn from each other.

12. The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.Generic names disappear into the ether. Only brand names register in the mind. "Microsoft" is better than "Security Software Systems."

You don't need to invent a word. You can find a regular word taken out of context and used to connote primary attribute of brand. E.g., Blockbuster Video.

Lexus is made from word "luxury." Staples used name of specific office product, which also means "essentials." Intel cut generic "intelligent" in half.

13. The Law of the Company: Brands are brands. Companies are companies. There is a difference.Brand name should always take precedence over company name. Consumers by brands, not companies.

Use the company name as the brand name, unless there are compelling reasons not to.

If you must include company name on product or package, make it less noticeable than brand name.

14. The Law of Subbrands: What branding builds, subbranding can destroy.A brand can be marketed in more than one model as long as they don't detract from the essence of the brand (singular idea that sets it apart from other brands in the consumer's mind).

15. The Law of Siblings: There is a time and place to launch a second brand.Make each brand unique, with his own identity. Don't give them a family look or identity. Time Inc. has Time, Fortune, Sports Illustrated, etc.

Launch a subbrand only when you can create a new category.

16. The Law of Shape: A brand’s logotype should be designed to fit the eyes. Both eyes."A logotype should have the same shape as a windshield, roughly 2 1/4 units wide and 1 unit high."

Typeface of logotype barely matters; the words, and legibility, do. Logotype, trademark, or visual symbol also overrated; meaning is in words.

17. The Law of Color: A brand should use a color that is the opposite of its major competitor's.It's more important to create a separate brand identity than to use the right symbolic color.

18. The Law of Borders: There are no barriers to global branding. A brand should know no borders.

19. The Law of Consistency: A brand is not built overnight. Success is measured in decades, not years.Markets may change, but brands shouldn't, ever. They may be bent slightly or given a new slant, but their essential characteristics (once firmly in the consumer's mind) should never change. Coca-Cola shouldn't market beer. A French restaurant shouldn't serve fajitas. Little Caesars should have stuck with two-for-price-of-one takeout. KFC should stick with fried chicken.

Beware question, "Why should we limit ourselves?" Limiting your brand is the essence of branding. Brand must stand for something simple and narrow.

20. The Law of Change: Brands can be changed, but only infrequently and only very carefully.When changing brand is feasible:Brand is weak or non-existent in customers' minds.To move brand down food chain (lower price).Brand is in slow-moving field and change will take long time.

21. The Law of Mortality: No brand will live forever. Euthanasia is often the best solution.When it's time for a brand to die (due to market shifts), don't resist it. Put money into new brand, not into prolonging dying one.

22. The Law of Singularity: The most important aspect of a brand is its single-mindedness.A brand is a singular idea that you own in the prospect's mind. It's a proper noun that can be used in place of a common word....more

There's some good advice about building credibility through your website and online marketing, especially related to the content you produce. But, theThere's some good advice about building credibility through your website and online marketing, especially related to the content you produce. But, the book is hurt by its age (I read the 2011 edition) and the arrogance of the authors. A contrarian approach is fine if it's backed up by data, and there's nothing wrong with being confident in assertions, but the authors hit me as arrogant.

I read the 2011 edition, so many specific technologies and techniques mentioned are dated, as are the screenshots of websites. Chapter 10 on social media is especially dated.

I read this to learn how to improve the websites and overall web presence of the clients of Must-have content• Typical client results on homepage.• At least 1 video testimonial on homepage.• Dramatic, attractive value proposition on homepage• Revolving text testimonials.• Case studies, client list, position papers, bio, contact info, product and service offerings, video explanations of offerings.• Don't use the same image on every page (e.g., header image). Use a different one on each page to give illusion of movement throughout site.• Environmental photos (staff working and interacting with others) rather than headshots.

To generate provocative ideas, question basic assumptions, and take a contrarian view while discussing pros and cons.

Less text is always more. Replace text with images and video whenever possible.

Changing the World One Community at a TimeWhat draws people to communities• Inherent value• Others there (meeting need for development and ego)• Virtual environment (friendly, easy to enter, readily available, simple to navigate)

Branding by BondingDon't be obsessed with protecting content. Reduce restrictions and make it excessively easy for people to share your work and intellectual property with others.

How to retain visitorsPromote "best of" content.On each page, show additional, related content.

7 Newsletters: There Are Far Too ManyNewsletter should be• Provocative and stimulating.• Non-promotional, except subtly and softly in terms of your valued content.• Highly pragmatic, with insights others don't readily have.• Brief, with 4 short subjects rather than 1 long article (to appeal to more people).

Business owner, president, or principal should do most of writing of company's newsletter.

Give your newsletter a memorable name that portrays its strong focus. Examples: The Voice of Business, Great Results, Sales Caffeine, Take it from Terry, Courageous Leadership.

Personalize the beginning with "Dear [Name]".

Include an archive of newsletters on your website, to extend each issue's life and effectiveness.

Rules for writing newsletters (and other content)• Focus primarily on current customers. They are best channel to new customers, and you can get more business from existing ones than you think.• Focus on info and engagement, not promotion.• Amplify customer's voice, not yours.• A picture is worth 1000 words, but an example is worth 1000 pictures.• Use analogies and metaphors.• Summary: write for your audience, express yourself and your values, and challenge readers and yourself to be leaders in your fields.

Myths and MonstersVisitors don't care about your methodologies. Offer diagnostics for them to assess where they are and where they should be. Give succinct info to improve their condition.

Most business comes from existing clients, so don't waste resources on activities not directly connected to existing clients. They already know and trust you, so they aren't searching for you. Focus on converting traffic (email signups, leads, sales) rather than increasing traffic. Do this by engaging emotionally, establishing credibility, using effective calls to action, using effective landing pages.

Why Social Media is an OxymoronCorporate (B2B) buyers don't search social media for service providers. Social media is better for reaching consumers.

Put time into more effective marketing efforts (writing, speaking, etc.) before social media....more

A solid book on networking, broadly applicable to business relationships. It's mostly about in-person networking, and there are some tips for using thA solid book on networking, broadly applicable to business relationships. It's mostly about in-person networking, and there are some tips for using the phone, but the edition I read didn't cover anything online, which is where I spend most of my networking time.

Burg says the theme of the book is to show how to get people to know, like, and trust you. And to get these people to want you to succeed and help you find new business. Basically, to make them your personal ambassadors.

I wish I'd read this years ago, when I first started networking at in-person events. Within the first 2-3 years of that I had learned most of what's in this book from various sources, but it would've been nice to have had it earlier, all at once, from one source!

I like the technique for remembering people's names. I'll have to try it and see if it works better than my current technique.

I read this to learn more about getting referrals from the clients of my web agency, OptimWise. I skimmed the sections about in-person networking, cold calling, and door-to-door prospecting. I've never done cold calling or door-to-door prospecting, but I used to do a lot of in-person networking. The last couple years I've worked to generate leads online, but I still get referrals from existing clients, and want to encourage more.

NotesQuestions Are The Successful Networker's Most Valuable Ammunition"If you are networking correctly, the other person will never know that you are networking."

Main reason for having your business card is not to give it to someone else, but to get the other person's card.

After the introduction, invest 99.9% of the conversation in asking that person questions about himself and his business. Do not talk about yourself and your business.

Ask questions that make people feel good about being in a conversation with you; that make them feel good about you as a person.

10 networking questions that work every timeThese are friendly and fun to answer and will tell you something about the way that person thinks. You will only use a few in each conversation; those appropriate to the conversation.1. How did you get your start in the widget business?2. What do you enjoy most about your profession?3. What separates you and your company from the competition?4. What advice would you give someone just starting in the widget business?5. What one thing would you do with your business if you knew you could not fail?6. What significant changes have you seen take place in your profession through the years?7. What do you see as the coming trends in the widget business?8. Describe the strangest or funniest incident you've experienced in your business.9. What ways have you found to be the most effective for promoting your business? [If you work in marketing, do not ask this question, because they will feel you're probing.]10. What one sentence would you like people to use in describing the way you do business?

After establishing rapport, ask, "How can I know if someone I'm talking to is a good prospect for you?"

How To Work Any CrowdLocate the centers of influence; the people who probably know a lot of people. Meet them one-on-one at the event. Watch for them to leave the group they're in, then walk up and introduce yourself. Later at event, bump into them again and greet them by name.

Profitable Follow UpSend a personalized thank-you note to each influencer you met. A non-pushy, simple, brief note written in blue ink. Say something like, "Hi [name], Thank you. It was a pleasure meeting you. If I can ever refer business your way, I certainly will."

Have a custom postcard with these items in the top right corner, top to bottom: company name and logo; your photo; your name; your contact info. Your photo helps them remember you.

Send prospects a notepad with those same items at the top of each page, every month or so.

Send prospects articles and other info that relate to them or their business, profession, personal interests, or hobbies.

Referral thank-you: "Dear [name], thank you so much for your nice referral of [name]. You can be assured that anyone you refer to me will be treated with the utmost caring and professionalism."

Understanding The Law Of Successful Giving And Successful ReceivingFeatures vs. benefits• Advertising agency: "We show you how to dramatically increase your company's revenues through strategic positioning in the marketplace."• Graphic artist: "I show you how to present your perfect image to those with whom you want to do business."• Life insurance salesperson: "I show people how to plan for a sound financial future while protecting themselves and their loved ones for the present, through insurance."• Real estate agent: "I help people successfully market their home and purchase their perfect dream home."• Dentist: "I provide healthy teeth and smiles, with no pain."• Financial planner: "I help people create and manage wealth."

Benefit statement should be short, succinct, descriptive sentence no more than 7 seconds long. Should tell what you do and how it will benefit the person using your services. Often begins with, "I show people how to …" or, "I help people to …." Show where you help somebody do something, or do something for somebody. That something can be to help them achieve a positive goal or avoid a particular pain.

When you contact referral, say, "I promised [referrer's name] I'd call you" to be better positioned in their mind.

Prospecting for Fun and ProfitIf prospect says he recently purchased your product from someone else, say, "No kidding, what kind did you get? How did you happen to go with them? What's been your experience over the last few months? Who was involved in making that decision? If you were going to make that decision today, what would be different about it? I'll give you some info about our products, including info that may help you with some of the problems you've had. Feel free to give me a call within the next few months if I may help you. In fact, if I haven't heard from you, may I call you? Do you have any info describing what you do? I always like to know what my prospective clients do. Possibly I can refer some business your way. Thanks. … I'm curious: do you know anyone who might be in a similar position to the one you were in a few months ago, so I can talk to them and see if I may be of some assistance?"

Position Yourself As The Expert (And Only Logical Resource) In Your FieldOne way to position yourself is as a consumer advocate. Share interesting tidbits not known by the average consumer in your field. Point out practices in your profession that shouldn't be happening, because they're unethical or otherwise negative. What do you know that the public needs or wants to know about, or has the right to know?

It's beneficial to publish in publications within your field, even if only your peers consume those publications. When prospects know you've appeared in those publications, it builds credibility.

Even if a prospect can't give you their business because of a commitment to their current provider, they may still refer to you.

Customer Service: The Networker's Best Friend"Going the extra mile, or even the extra step, is worth all the paid advertising in the world." Great customer service generates referrals.

Cross-promotions: The Ultimate In Win-Win NetworkingHave a cross-promotion partner give you certificates to their business, which you give your customer upon purchase as an added value for buying from you.

Example: If you're a life insurance salesperson targeting the wealthy, you can cross-promote with other businesses targeting that group. Tell those businesspeople you'll be contacting wealthy people who spend on cars, homes, club memberships, food, etc., and you're offering an excellent opportunity to position themselves in front of this lucrative market.

Cross-promotions can be used to get in front of a prospect, or to close a deal, or to increase the frequency of contacting a prospect.

Example: An attorney and accountant could agree to allow each other's clients to call the other professional with a quick question for a limited time for a 30-day trial. The professionals would try to convert these leads.

Cross-promote with a nonprofit to increase engagement. For example, ask prospects if they fill out a 4-5 question survey, you'll donate $2 to charity. Design the questions to see if you should follow up with the prospect.

Remember Names and Faces for ProfitMake name-face connections1. Find the person's outstanding facial feature.2. Form a mental picture of what the name suggests, or a sound-alike (similar sound or word that turns name into something you can picture).3. Form a ridiculous (silly, illogical) association between the mental picture suggested by the name or sound-alike and the outstanding facial feature.

Don't try to remember the person's name by thinking of a celebrity or friend with the same name, because this can get confusing; you may not remember the right celebrity or friend.

To remember first name, take the picture you created of the person's last name and associate it with a picture of the first name.

Example to remember James Conant: Outstanding facial feature is triangle-shaped face. Picture a gigantic triangular ice cream cone, topped with ants instead of sprinkles. Use word "games" to remember James. See those ants on top of that cone playing lots of games in the ice cream?...more

A concise book of practical branding and marketing advice. It tells how to build your brand by being different and finding a trend. Those will allow yA concise book of practical branding and marketing advice. It tells how to build your brand by being different and finding a trend. Those will allow you to appeal to the "tribe" that is naturally drawn to your offerings. I like that book follows a fictional wine bar as it seeks to define its brand. This made it easier to understand the concepts.

I read this because I'm revisiting the branding of my web agency, OptimWise. I googled for the best branding books, and this one bubbled to the surface.

IntroductionDon't focus on a USP; focus on UBT (unique buying tribe) that has a natural affinity for your products or services. UBT is about pulling people into a tribe they can trust. People don't seek features and benefits so much as tribal identity. They ask, "If I buy this product, what will that make me?"

"When everybody zigs, zag. Radical differentiation is about finding a whole new market space you can own and defend, thereby delivering profits over years instead of months."

Finding Your Zag"If anybody's doing it, you'd be crazy to do it yourself. You can't be a leader by following the leader. Instead, you have to find the spaces between the fielders. You have to find a zag."

Uncover a need state. "Look for a job people are already trying to get done, then help them do it."

"Don't think so much about the unbuilt product as about the unserved tribe."

"Between hitting 'em where they ain't (differentiation) and getting in front of a parade (finding a trend), you have the keys to finding your zag."

Designing Your ZagCheckpoint 1: Who Are You?Imagine that your company is wiped out 25 years from now. Write your company's obituary. What would you like posterity to say about you? These answers also answer seminal questions: Who are you? Where does your passion lie? What gets you up in the morning?

Checkpoint 2: What Do You Do?What business are you in? What's your core purpose - the fundamental reason your company exists, beyond making money? It's the one thing that will never change about your business. Should take under 12 words to articulate.

Examples: Google: organize the world's information and make it universally accessible; Disney: make people happy.

Checkpoint 3: What’s Your Vision?Concrete illustration of future.

Checkpoint 4: What Wave Are You Riding?"You can certainly build a brand without harnessing a trend, but you won't get to the raw, youthful energy of a zag."

"Trend power is increased when a brand rides more than one trend at a time."

Checkpoint 5: Who Shares the Brandscape?"Zagging requires that a company define itself by what makes it unique, not what makes it admirable."

Checkpoint 6: What Makes You the “Only”?Complete this sentence: Our brand is the only [your category] that [your zag]. If you can't keep it brief and use the word "only," then you don't have a zag.

Questions to ask:What is your category?How are you different? Tells differentiationWho are your customers? Tells audienceWhere are they located? Tells market geographyWhen do they need you? Tells underlying trendWhy are you important? Tells need state

Example: Harley-DavidsonWhat: the only motorcycle manufacturerHow: that makes big, loud motorcyclesWho: for macho guys and macho wannabes Where: mostly in the USWhy: who want to join a gang of cowboysWhen: in an area of decreasing personal freedom

Checkpoint 7: What Should You Add or Subtract?Quickest route to a zag is to look at what competitors do, then do something different; really different.

Checkpoint 9: Who’s the Enemy?Pick a fight with biggest, most successful competitor you can find. That puts the radical in radical differentiation. Your goal isn't to topple the big guys, but to employ principle of contrast to throw your zag into sharp relief.

Sometimes enemy is not a competing company, but old way of doing things. Point it out!

Checkpoint 10: What Do They Call You?Name should be 1) different than those of competitors, 2) brief - 4 syllables or less, 3) appropriate, but not so descriptive that it sounds generic, 4) easy to spell, 5) satisfying to pronounce, 6) suitable for "brandplay," 7) legally defensible.

Checkpoint 11: How Do You Explain Yourself?A "trueline" is an internal positioning line. It's the one true thing you can say about your brand, based on your onliness statement. Must be something competitors can't or won't claim, and that your customers find valuable and credible.

Trueline examples: Southwest Airlines: You can fly just about anywhere for less than it costs to drive. eBay: the place to trade practically anything on Earth.

Key to crafting truelines and taglines is to focus on a single proposition. If you use commas or "ands," you may need more focus. 1 proposition per brand.

Trueline and tagline examples:Citibank: Trueline: Citibank knows that money is only a means to happiness. Tagline: Live richly.Charles Schwab: Trueline: Charles Schwab is not just a company, but a real person. Tagline: Talk to Chuck.Earthlink: Trueline: Earthlink gives you services that make email easier. Tagline: Earthlink revolves around you.Nike: Trueline: Nike helps you find your inner athlete. Tagline: Just do it.

Checkpoint 12: How Do You Spread the Word?Unpack the meaning hidden within your name, trueline, and tagline, and deploy it across a series of touchpoints so they become true believers and spread the word to their friends.

Checkpoint 13: How Do People Engage With You?Reposition competitors by changing the rules of engagement. Head for uncluttered market space.

When mapping your value proposition, forget about so-called best practices. They are usually common practices, so they will never add up to a zag.

Checkpoint 14: What Do They Experience?Map customers' journey from awareness to brand loyalty. How will they learn about you? How can you help them "enroll" in your brand? Who - or what - will be your competition at each touchpoint? Where should you put your marketing resources? Where should you not?

Checkpoint 15: How Do You Earn Their Loyalty?Most loyalty programs don't work. "Customer loyalty is not a program." "Real loyalty can't be bought; it can only be earned. It starts with companies being loyal to customers - not the other way around - and only becomes mutual when customers feel they've earned the loyalty they're receiving."...more

There's good advice on marketing, especially online marketing, but the approach is most relevant to products and services that are related to communicThere's good advice on marketing, especially online marketing, but the approach is most relevant to products and services that are related to communications (such as online communications tools), or are very public. I struggle to think of ways to apply this to marketing the services of my web agency, OptimWise. Other small businesses will likely have the same challenge applying the lessons.

Godin explains how to go beyond word of mouth to spreading an "ideavirus": a big idea that runs amok across the target audience; a fashionable idea that propagates through a section of the population, teaching, changing, and influencing everyone it touches.

Godin frequently cites Hotmail as an example of an ideavirus. Hotmail offered free email, which attracted attention, but it really became an ideavirus because every email included an ad for Hotmail in the email signature. It also helped that Hotmail worked smoothly; it was easy to sign up and use.

Ideavirus Sequence1. Invent a virus-worthy idea2. Make it smooth and persistent3. Incent powerful sneezers4. Get their permission to follow up

NotesConsumers actively resist marketing, so stop marketing at them. Create an environment where consumers market to each other. Marketing is about spreading ideas.

Concentrate the message. 1%, or even 15% of the group being excited about your idea is not enough. You must dominate and amaze your target group. Focus obsessively on a geographic, demographic, or psychographic group.

Word of mouth tends to be slower, more analog, and quicker to die off than ideavirus.

Give people a reason to listen, then create an infrastructure that amplifies their ability to spread word of mouth.

Primary goal of a product or service is not just to satisfy needs of one user. It must be so cool and productive that consumer tells 5 friends.

Start by "paying" users to spread ideavirus, and when you reach critical mass, start charging for it.

In viral marketing, the medium carries the message. The more people use it, the more the ideavirus spreads. Examples: Hotmail, VW Beetle, online affiliate programs.

Viral marketing requires that product is communication-focused, or very public.

Rewards go to first, fastest, coolest, very best. You must be brave and bold in creation of products and services.

To get permission to start an ongoing dialog with the user about your products and their needs, create an ideavirus. Create products so dynamic and virus-worthy that you earn attention and permission.

What to do with website visitors:1. Get permission to follow up. Make it easy for them to learn why they should embrace your idea over time.2. Make as many supporting manifestos available as possible, to turn consumers from skeptics into converts. Show endorsements, press reviews, criticisms and common objections.3. Make it easy for consumers to spread ideavirus by providing a multitude of "tell a friend" tools and rewards for spreading word.

Try to convert your idea into a virus that has to do with communication. It's much more likely to go viral. Best is an actual communication tool. Inventing words or musical concepts can work too. Find powerful sneezers and beg, cajole, bribe them to use tool....more

I didn't find anything ground-breaking here, probably because I've already learned a lot about niching. I would have liked a deeper treatment of certaI didn't find anything ground-breaking here, probably because I've already learned a lot about niching. I would have liked a deeper treatment of certain topics. It briefly explains how to find your niche, then walks through several ways to profit from being a "nichepreneur," including selling information products, running workshops, coaching, and consulting.

I skimmed the book, focusing on how to identify your niche. I'm trying to refine the niche targeted by my web agency, OptimWise.

The Glue That Holds Your Niche TogetherTo find your niche, use GEL formulaG: growing: investigate markets and industries that are growing.E: Experience: Nichepreneurs often remain in area of past work experience, but take a new approach. E.g.,, coaching or consulting on what they've done.L: love: you need to love, or at least really like, what you do.

A hobby is by definition primarily for pleasure. Beware making a hobby into your career.

5 building blocks to finding nicheN: Needs: What does industry/profession need? Data, security, education, tech, etc.I: Identify trends: What trends are happening?C: Challenges: What questions and concerns exist?H: Help: What viable solutions can you provide?E: Explore groups: What suppliers exist? How are they related to end customer? Which suppliers could you sell to?

Susan's Seven Success Strategies of Niche MarketingExperts are expected to be always right, to be accessible, to educate.

The Name of the GameOverriding principle of branding: consistency.

Catch Writing Fever"Writing constitutes the single most cost-effective, practical way to establish your name and reputation."

What readers wantE: Education: facts, stats; useful, applicable knowledgeI: Illumination: shed light on confusing or poorly understood aspects of fieldE: Entertain: fun and easy to readI: Inspiration: solutions that are quick and easy to implementO: Options: different routes to success

Nichepreneur examplesPhysician who uses humor in her content.Lawyer who loves music and works with musicians.Person who heard horror stories of friends in dangerous situations became safety expert.Executive coach focuses on high-tech pros and executive women....more

A concise book of good branding advice. I was underwhelmed given this book's reputation. I would've benefited from further explanation and more examplA concise book of good branding advice. I was underwhelmed given this book's reputation. I would've benefited from further explanation and more examples.

The author's aim is to present a 30,000 foot view of brand: what it is (and isn't), why it works (and doesn't), and how to bridge the gap between logic (strategy) and magic (creative execution) to build a sustainable competitive advantage.

I liked the following advice:• Build trust through meeting and exceeding expectations.• Use courage and imagination to be charismatic even if you sell dull products.• Come up with unambiguous answers to these questions: Who are you? What do you do? Why does it matter?• Sell personal identity; who the customer is, and who they will become by buying your product.• Don't try to appear so dignified that you appear proud, stiff, or inhuman.• Project a "3D" personality with deep humanity, inconsistencies and all. Customers want heroes with flaws.

I read this because I'm revisiting the branding of my web agency, OptimWise. I googled for the best branding books, and this one bubbled to the surface.

NotesIntroductionWe base our choices on symbolic attributes. What does the product look like? Where is it being sold? What kind of people buy it? Which "tribe" will I be joining if I buy it? What does the cost say about its desirability? What are other people saying about it? Who makes it? If I can trust the maker, I can buy it now and worry about it later. The degree of trust I feel towards the product, rather than an assessment of its features and benefits, will determine whether I'll buy this product or that product.

Trust is ultimate shortcut to a buying decision, and the bedrock of modern branding. Customers trust your brand when their experiences with it consistently meet or beat their expectations.

Charismatic brands have a clear competitive stance, sense of rectitude, dedication to aesthetic. Aesthetics is the language of feeling, and people value feeling more than information because they're information-rich and time-poor.

There are no dull products, only dull brands. Any brand, backed by enough courage and imagination, can become a charismatic brand. Morton turns table salt from commodity to premium product by putting a little girl on the package.

DifferentiateYou need unambiguous answers to these questions:Who are you?What do you do?Why does it matter?

Selling has evolved from an emphasis on what it has, to what it does, to what you'll feel, to who you are. Features and benefits are still important, but personal identity has become even more important. Instead of building a brand on USP (unique selling proposition), pay more attention to UBS (unique buying state of customers).

Avoid "fear of stupid." Some companies are so afraid of appearing less than dignified that they settle for proud, stiff, or inhuman. Smart companies can stand out against this backdrop of stuffed shirts.

High-imagery names are more memorable than low-imagery names. Names constructed from Greek and Latin root words tend to be low imagery names, such as Accenture and Innoveda. Names that use Anglo-Saxon words, or names of people, tend to be high-imagery names, such as Apple Computer and Betty Crocker. Some of most powerful names are those that combine well with a visual treatment, to create a memorable brand icon.

7 criteria for a good name:• Distinctiveness. Does it stand out from crowd, especially other names in its class?• Brevity. Is it short enough to be easily recalled and used? Does it resist being reduced to a nickname?• Appropriateness. Is there a reasonable fit with the business purpose? If it would work just as well for another business, skip it.• Easy spelling and pronunciation. Will most people be able to spell the name after hearing it spoken? Will they be able to pronounce it after seeing it written?• Likability. Will people enjoy using it? Names that are intellectually stimulating, or have a good "mouth feel," have a head start.• Extendibility. Does it have "legs"? Does it suggest a visual interpretation or lend itself to a number of creative executions? Great names provide endless opportunity for brandplay.• Protectability. Can it be trademarked? Is it available for web use?

CultivateInstead of trying to present a smooth surface, project a 3D personality, inconsistencies and all. Brands can afford to be inconsistent as long as they don't abandon their defining attributes. Brands that don't projection depth in humanity tend to create suspicion among customers. Customers want heroes with flaws....more

A brand identity guide that goes wide but not deep. Each topic is covered at surface level only; I wish there had been more about many of the topics.A brand identity guide that goes wide but not deep. Each topic is covered at surface level only; I wish there had been more about many of the topics. There's about as much space given to images as to text. It's packed with quotes, examples, visuals, and other info from various sources. It's aesthetically pleasing, full of colorful illustrations and photos.

Part 1 covers the basics; the fundamental concepts to start the brand identity process. Part 2 walks through the brand identity process, with plenty of questions to consider and assets to create. Part 3, the last third of the book (~100 pages), is case studies of successful brand projects from local and global companies.

I read the 2013 edition, so some of the technology references are dated, but that doesn't affect the principles being expressed.

I read this because I'm revisiting the branding of my web agency, OptimWise. But I'm thinking about our brand in the sense of who we are, whom we serve, and our positioning; not in terms of our visuals. A marketing strategist recommended this book to me.

NotesPart 1: BasicsBrand basics"Who are you? Who needs to know? How will they find out? Why should they care?"

Big idea examplesApple: Think differentCoca-Cola: Happiness in a bottleDisney: Make people happy eBay: The world's online marketplace FedEx: The world on time IBM: Smarter planet Target: Expect more. Pay less.

"A brand becomes stronger when you narrow the focus."

"The experience is the marketing." People have become nearly immune to messages targeted at them, but experiences get attention and create memories.

The right name is timeless, tireless, easy to say and remember, stands for something, facilitates brand extensions, has rhythm, looks great in text and logo.

Tagline typesImperative: commands action; usually starts with a verb ("Just do it").Descriptive: describes service, product, or brand promise ("You're in good hands").Superlative: positions company as best in class ("The ultimate driving machine").Provocative: thought-provoking; frequently a question ("Got milk?").Specific: reveals business category ("Love the skin you're in").

Brand dynamicsMaking a difference has become essential. Consumers shop their values.

Part 2: ProcessPhase 1: Conducting researchQuestions to ponderWhy are we in business beyond making money?How will the world be a better place because of us?What will make us the "only" in our category?How will we recruit volunteers to our mission? How will we build a community?What are we going to say?

Understanding competitorsWhat do their brands stand for?What markets/audiences do they serve?How do they get clients?How do they position themselves?How do they characterize clients?What are their key messages?

Uncover brand essence (or simple truth)Why do customers choose you over competition?How are you really different than your most successful competitor?What are three adjectives that summarize how you want to be perceived?

Bring community in and allow brand out.

Onliness exercise: Our [offering] is the only [category] that [benefit]. E.g., Cirque de Soleil is the only circus that doesn't have animals.

Phase 4: Creating touchpoints"We're starved for Wow! For experiences that coddle, comfort, cajole, and generally show us a darn good time."

This is a pretty good primer on online marketing. Those experienced in online marketing are unlikely to benefit much from it. The principles still staThis is a pretty good primer on online marketing. Those experienced in online marketing are unlikely to benefit much from it. The principles still stand, though many of the specific resources mentions are dated. There are over 50 examples of small and large organizations succeeding online.

Summary: Marketing isn't about "the message." It's about being insightful. Stop advertising and get your ideas out there by understanding buyers and telling them stories that connect with their problems. Participate in discussions.

I read 2013 edition. It's hard to fairly judge books about technological change, which broke more ground when they first came out than they do years later. I generally judge books based on how valuable they are to me when I read them. For reference, I read this in 2017, and I've run a web company since 2010.

NotesSocial Media And Your Targeted AudienceConnect your product to popular books, movies, TV shows, video games to cause people to attach emotionally.

Take money you would have spent on traditional marketing and put it into a really interesting website or idea, or improving customer experience.

Audio and Video Drive ActionGet people to share their ideas and tell their stories. Develop an idea that resonates authentically in lives of real people.

Humor is effective in videos, especially when topic is usually boring.

Don't think you must be business-like (serious) in B2B marketing. People want to do business with people. Treat buyers like humans and have fun.

Going Viral: The Web Helps Audiences Catch the FeverRules of The Rave (viral content)Nobody cares about your products. They care about themselves and solving their problems.Don't try to coerce (free shipping, this week only, 20% off, etc.).Make content totally free and shareable it's not about generating leads.Be involved in online communities of people likely to share your content.

"Free content sells"; make select content available for free to generate interest. Doing this can reach new people, motivate people to buy products, show off products, build loyalty.

The Content-Rich WebsiteKey to successful website is to understand buyers and build content especially for them.

Show personality and authenticity. Let passion shine through.

You Are What You Publish: Building Your Marketing and PR PlanQuestions to ask about buyer personasWhat are their goals and aspirations?What are their problems?What media do they rely on for answers to problems?How can we reach them?What words and phrases do they use?What sorts of images and multimedia appeal to them? Are short and snappy sentences better than long, verbose ones?

To learn about buyers and develop personas, interview buyers. Read and listen to media they do.

Organize your website content by buyer personas and their associated problems, not by your products and services.

Offering an ebook or other downloadable content ungated (without requiring registration) increases its downloads by 10-50x. People are more willing to download and share free content. Ungated ebooks have more inbound links and higher search engine rankings.

Make first ebook totally free and ungated. Within that ebook, offer premium content, such as webinar, and gate that. This spreads your ideas and still lets you collect leads.

Online Thought Leadership to Brand Your Organization as a Trusted ResourceA good white paper defines a problem, offers a solution, but doesn't pitch a particular product or company.

Benefits of sharing results of a survey you conduct: You get accurate data.You're recognized as thought leader. Your survey info ranks well in search engines.

Social Networking Sites and MarketingIn your Twitter bio, don't put a list of attributes ("father, husband, surfer, …") That's not good personal branding because it doesn't focus on your particular expertise. Be descriptive and specific.

Make it HappenConsider hiring a journalist (or former journalist) to help with online marketing. They're great at understanding an audience and creating content buyers want to consume....more

Beginner-level. If you've already been blogging, you probably won't find much, if anything, of value. I skimmed it, finding only a few things worth noBeginner-level. If you've already been blogging, you probably won't find much, if anything, of value. I skimmed it, finding only a few things worth noting. It's 8 books in one, and covers a lot of ground.

I read this looking for insights to make the quality of our blog even better, and to improve our efforts in promoting our blog. My website maintenance company, OptimWise, uses our blog for content marketing.

I strongly disagreed with one tip:

Whenever you leave a comment on another blog, be sure to use the same keyword phrase in the Name field … Doing so helps your search engine optimization and branding efforts.

No, you should use your personal name (e.g., Chad Warner). Using your company name or, worse, something like "SEO Atlanta" is spammy and non-personal. Many sites won't allow comments that use non-personal names like that.

NotesBloggers charge $5-50+/post.

Try to keep posts under 800 words. If you want to go longer, consider splitting into a series of posts.

A decent book on customer relations, aimed at large brands. It's not very relevant to small businesses like mine. The principles of credibility apply,A decent book on customer relations, aimed at large brands. It's not very relevant to small businesses like mine. The principles of credibility apply, as well as some of the tactics, but many of the issues are ones that small businesses don't face. It was published in 2008, so some of the websites and technologies mentioned are dated.

It talks about how consumers have gained power thanks to the Internet, and how that has made company credibility even more important. It tells how to manage consumer expectations and provide service that meets their needs.

The author was a co-leader of the first interactive marketing team at Procter & Gamble. He created Planet Feedback.

The book frequently mentions CGM, which is consumer generated media: the online word of mouth created by consumers.

I was expecting a book that was more focused on customer service. This book has a much broader scope that includes marketing and reputation monitoring. I read this because I'm currently working on making customer service at my website maintenance company, OptimWise, even better.

NotesIntroductionSome of most viral and damaging complaints are about gap between brand promise and brand reality.

TrustPerhaps most critical driver.Confidence, dependability, faith in company or product. Achieved through honest, ethical, straightforward, consistent, predictable business practices.Consumers trust each other far more than companies and brands. They distrust marketing techniques used by brands.This is the driver most closely linked to performance (of product).Your products or services must deliver as promised.Communication must be honest, straightforward.Your website must contain trustworthy, useful info.Brand websites are 2nd most trusted source of info, after word of mouth.

AuthenticityReal, sincere, consistent, genuine.Especially important in digital age.Speak in a genuine voice. Don't be manipulative. Show that you truly care about customer.

TransparencyWillingly make disclosures in advertising and packaging. Make fine print larger, labels easier to read.

ListeningBe approachable, invite open conversation, encourage feedback, embrace 360° listening (absorb input from all directions - internal, external, CGM).Include URL of feedback form in all marketing materials and at point of purchase.Humanizes your company.Forms foundation of relationship- and loyalty-building.Consumers are far more favorable to brands that show interest in hearing what consumers have to say.When customers think you're not listening, they'll post thoughts elsewhere.

ResponsivenessHow well you address, react to, and manage consumer feedback.Consumers are more motivated to give feedback on a customer service website when the company has been unresponsive. When the company responds to comments and complaints, consumers are overjoyed.

CGM, credibility in marketingBilling stirs high levels of consumer emotion and word of mouth. It's most viral issue for some companies.

It's not enough that products and services perform. Credible companies are ones that understand how emotions drive or kill business. They measure and manage consumers' emotional responses.

Content created by other consumers has an unusual, raw, creative twist, and seems more trustworthy and credible than content created by brand directly. Consider using consumer content in your marketing.

Company websites are opt-in, nonintrusive, and informational, so they broker trust with consumers. Company websites are among most trusted advertising vehicles; more trusted than TV and radio ads, product placement, banner and search ads, customer testimonials, news stories, other ads. 55% of of consumers say the company website is 1st place they'd look for info about company brand and products.

To get consumers to talk about your site, content must be useful, timely, sticky, inviting, engaging, deserving of being shared, easy to find, relevant, consistent with company positioning, actionable.

Use video to counter negative CGM (crisis, rumors, etc.). It can drive or reinforce deeper emotional connections, and convey greater authenticity and sincerity than text. Video is highest-return vehicle if you have something important to say, clarify, defend.

Credibility in product, consumer affairs, troubleshootingConsumers who exercise feedback channels (e.g., fill out feedback form or call customer service) are those who create media (online word of mouth).

It may be worth shifting dollars from paid media and advertising to consumer affairs. Investing in customer service brings credibility, loyalty, business results.

Loyalty isn't enough; you want advocacy. Judge yourself by what consumers say about you online.

Extremely basic. Not worth reading if you're more experienced than absolute beginner. I skimmed it, finding only a few things worth noting.

I read thisExtremely basic. Not worth reading if you're more experienced than absolute beginner. I skimmed it, finding only a few things worth noting.

I read this hoping to find insights to improve my own blogging, and to improve how my website maintenance company, OptimWise, uses our blog for content marketing. Because of the way we use our blog, I skimmed the parts about earning directly from blogging.

A solid guide to creating and promoting blog content. It's aimed at writers who want to make a living through blogging, but most of the advice appliesA solid guide to creating and promoting blog content. It's aimed at writers who want to make a living through blogging, but most of the advice applies to anyone blogging for business purposes, such as for online marketing. It was published in 2008, so some technical specifics are dated, but the principles remain relevant. The author runs ProBlogger, one of the most popular blogs on blogging and web copywriting.

I read this to improve my own blogging, and to improve how my website maintenance company, OptimWise, uses our blog for content marketing. Because of the way we use our blog, I skimmed the parts about earning directly from blogging. Notes follow.

Posts should be long enough to comprehensively cover topic, and no longer. Experts recommend 250 to 1000 words.

Rowse posts minimum of once per weekday on his blogs.

20 types of posts• Instructional: tips, tutorials, problem-solving• Informational: definition, explanation• Reviews• Lists: top 10 ways, 7 reasons why, 5 favorite, 53 mistakes, etc.• Interviews• Case studies• Profiles: research and present a person of interest• Link posts: link to quality external post and give commentary• "Problem" posts: similar to review, but focus on negatives of product or service• Comparisons: compare products, services, approaches• Rants• Inspirational: motivate with success story or vision of what could be• Collation: research what others have said about a topic, tie together everyone's ideas with some of your own comments to draw out common themes• Prediction and review: year ahead, year in review, etc.• Critique: constructive critiques of people, products, companies• Debate: between two people, between you and all others, between yourself• Hypothetical: pick something that could happen in your industry in future, unpack implications • Satirical: satire, parody, humor• Memes and projects: poll, award, competition, survey, quiz

Post seriesA series of posts gives readers a reason to come back and makes writing easier for you.Pick a topic that's teaching-oriented, practical, connects to a real need readers have.Rowse posts a Monday through Friday series at least monthly.Start series with intro post that tells what's coming and highlights need being addressed.Interlink posts by linking to each from intro post, and linking each post to intro post.Finish series with summary of main points and invite readers to tell you what you missed.

Build foundation of evergreen "pillar" content; usually tutorial-style posts of 500+ words that teach something useful, with lots of practical tips or advice. Must have long-term appeal.

Link-bait ideasToolsQuizzes: quizzes, surveys, personality tests (e.g., which Star Wars character are you?)Scoop: be first with news or to try something newList: top XStats: do survey and release resultsFreebiesInterviews: interview someone popular in nicheResources: ultimate resource or reference

This book applies the 80/20 (Pareto) Principle to sales and marketing, showing how to exponentially amplify results by focusing your efforts on the moThis book applies the 80/20 (Pareto) Principle to sales and marketing, showing how to exponentially amplify results by focusing your efforts on the most important 20%, iteratively. It's a good mix of theory and application. Read it if you want to do more with less in your business.

Google AdWords is mentioned frequently due to the author's experience, but the principles can be applied to many forms of online and offline marketing.

Focus on 1-3 forms of marketing and advertising, to get much better at them than competitors. Master 1 first.

How to Use the “Invisible Money” Finder at www.8020Curve.comScratch the unscratchable itch. Sports teams get 50% of revenue from 1% of fans by offering luxury options.

Simplify Your Life with the Power TriangleCapitalize on the willingness of the top-shelf customer to spend money. Sell up-sells, cross-sells, additional products.

Sell results, not procedures. Sell complete packages that solve total problem, not a la carte parts.

80/20 Conversion Now That You’ve Racked the Shotgun, Make ’Em MOVETo make big bucks, your product has to address one or both of following urgent things ("bleeding necks"):1. Big pain: pain and great inconvenience, loss of money, threat of life2. Big pleasure: craving for pleasure that borders on irrational.

A good headline should read like a classified ad that would move people to call.

B2B Sales MessageHeadline: start with their bleeding neck, and offer a benefit statement.Empathize. Show that a page of your diary looks like theirs.Talk about pain and suffering. Throw in some pleasure.Find pain point and hit with hammer.Use headlines, italics, bold for skimmers.Big promise, big benefit.Charge a small amount (such as shipping) to eliminate tire-kickers.Add a P.S. with more bleeding neck and hammering pain.Call to action.

Your USPQuestions USP must answerWhy should I listen to you?Why should I do business with you and not anyone else?What can your product do for me that no other can?What can you guarantee me that no one else can?

It’s Not Failure. It’s Testing.Google AdWords is the best place to test offers and headlines.

Scale Up-MassivelyBefore you redo your entire website, pick the single most important page and split test. Iteratively improve, and you'll get half the total benefit of redoing the entire site by redoing just one page. Optimize a handful of pages and maybe your overall template, to get almost all possible improvement benefits.

When hiring from an online job board, look for the top 1%. Look for "top 100" lists.

Set an application fee (such as $25) to weed out applicants who don't think they can win.

80/20 Controversy"When you take that position and beat the drum, you build a powerful publicity platform." "The fastest, easiest way to become famous is to pick a side that you're passionate about and start advocating." If you take a definite position, you're quotable, and will be quoted by magazines and invited to conferences.

You can achieve rapid attention and stardom by triggering panic in the top 1% of your opposition."

80/20 Market Research in a Single AfternoonSurvey questions for prospects and customers:1. What's your single most important question about [your topic]?2. Why would it make a difference in your life to get a good answer or solution? Details, please.3. How difficult has it been to find a good answer or solution?

Pay attention to responses from those who said "very difficult" and gave long responses. Here you'll find most motivating language, needs, and your point of difference benefits....more

An excellent, practical guide to using marketing to retain customers in a subscription business. The main idea is that in a subscription business, theAn excellent, practical guide to using marketing to retain customers in a subscription business. The main idea is that in a subscription business, the role of marketing expands to encompass the entire business. After the sale, marketing must nurture value and sustain trust. It includes many techniques and examples.

I read this because I'm currently working on revamping the subscription WordPress maintenance plans at OptimWise, my web agency.

Marketers in subscription biz must be focused on churn/retention. Marketing campaigns and customer success efforts can reduce churn.

In a subscription biz, everyone's in marketing. Those in Marketing roles must look beyond traditional marketing to entire customer journey. Those in non-Marketing roles must adopt marketing practices and messaging.

Avg. break-even point for most subscription software is 3.1 yrs.

Customers must trust in your company, not just the solution. They must feel that you'll stay around, won't rip them off, won't trap them. They must continue believing they made the right decision.

Before sale, marketing must demonstrate value and earn trust. After sale, marketing must nurture value and sustain trust.

"You keep customers happy by doing exactly the same things that won them in the first place. You win customers by focusing on their needs. You keep them the same way."

Rather than focusing on number of leads generating, focus on attracting prospects who will find success with your solution, and remain loyal customers.

Marketing's job is to increase EVC (economic value to customer); EVC must exceed cost of renewing.

A subscription replaces many small decisions to pay with one (the subscription). Cognitive science shows that customers are happiest when they pay up front and get the pain out of the way, then are free to enjoy results of purchase.

Provide instruction and training to increase tangible and intangible value.

Case studies are valuable to current customers as well as for attracting new ones. When a customer first subscribes, send them relevant case studies. Actively solicit customers for interesting stories to create new case studies. Stories and quotes straight from the customer are most powerful.

Try to convert usage data into measurement of benefit (time saved, blog posts published, etc.). Not everyone reads reports, so make data more obvious. Use year-end reports and gamification to make it fun. If you can't easily get data for each customer, share aggregated data.

Don't offer to pay for referrals. Behavioral psychology shows that offering payment for referrals reduces motivation. It changes the transaction from personal to commercial, and cheapens it. Instead, personally express thanks, and send an unanticipated gift after the referral. Instead of giving money, consider giving special treatment, access to events.

Customer Success Management is an integration of Marketing, Sales, Professional Services, Training, and Support, to meet the needs of recurring revenue companies.

If you have to change a pricing model or service, present situation as a potential gain rather than a loss. For example, if you raise prices, try to add features.

Offer a reasonable number of tiers/options, but don't overwhelm. People want and expect choices, to have a sense of control.

"Inadequacy marketing" is based on idea that prospects lack something that can only be fixed with a purchase. It encourages greed, vanity, insecurity. The hero of the story is product, service, or brand. By contrast, "empowerment marketing" helps customers on their own paths to growth and maturity. Customer is hero, and your product, service, or brand supports them. Example: Apple ads show people doing wonderful things with Apple products. Empowerment marketing is much more effective in value nurturing....more

An excellent guide to creating a subscription business, packed with actionable insights backed by data and real-world examples. It has the right mix oAn excellent guide to creating a subscription business, packed with actionable insights backed by data and real-world examples. It has the right mix of theory and application.

NotesWho Wins in the Subscription Economy?The act of subscribing spurs members to buy more frequently and from a broader array of categories. When you pay for an Amazon Prime membership, you want to buy from Amazon to get your money's worth.

Why You Need Automatic CustomersA subscription offering creates customers who interact with your company each month, and every touch point is an opportunity to sell more.

A subscription service is more resilient to recession. In a recession, people may pause new purchases but remain subscribed (e.g., maintenance services).

Membership Website ModelPeople have realized that free info is often low quality, so they've become more willing to pay for membership sites containing quality info.

Acceptable CAC payback period depends on how sticky customers are and how much they spend. Under 6 months is excellent; over 36 months is concerning.

To get more cash up front, charge for the year in advance, or charge a setup or initiation fee. HubSpot disguises its setup fee as a "success training package."

Charging up front can lengthen sales cycle and increase CAC.

The Psychology of Selling a SubscriptionGive a big ROI. Think 10x the value of the alternative, not a 10% savings.

Make a rational case for the convenience or reliability of your offering.

You may want to make subscriptions the only option for buying what you sell, since most customers prefer to buy a la carte. This is especially important if you want to sell subscriptions to those already buying a la carte. If you offer both options, customers may feel you're not committed to the subscription offering, and may not take it seriously enough to try it.

If your offering is hard to describe and customers have to use before they understand benefits, consider offering free or discounted trial.

ScalingThe more a subscriber uses your services, the less likely they are to churn. Insert your service into the daily life of the subscriber so they need to interact with it to perform their daily tasks, and can't ignore it.

Onboarding must get subscriber to break old habits and insert your service into their daily lives. This must be done in 1st weeks (up to 90 days) after signing up.

Give new subscriber a quick win or "wow" within 1st 90 days that's fun or motivational.

Charging for a year up front locks in a year of renewals, gets cash up front, and prompts customer to make a bigger commitment to adopting your subscription into their daily lives, making them more likely to renew.

Most subscription companies have found that charging for the year up front reduces churn.

Over-communicate in 1st 90 days, then settle down.

Sprinkle in spontaneous gifts. Use data gathered on subscriber to tailor gifts.

Longer businesses churn less than smaller ones, because they're generally more stable and less price-sensitive. But larger businesses are harder to win, and the longer, more complex sales cycle increases CAC.

Actionable guidance for generating leads with LinkedIn, but deliberately leaves out enough detail that you really need to buy one of his programs to iActionable guidance for generating leads with LinkedIn, but deliberately leaves out enough detail that you really need to buy one of his programs to implement.

As the book says,

"Booked is a 5-step process that helps you to quickly position yourself as an expert in your industry, directly connecting you with an unlimited supply of prospects, and work them through processes that will generate a predictable number of leads and appointments."

NotesThe BS I Was FedRandom social media engagement isn't the answer. The answer is systematically targeting the right prospects and working them through a process that takes advantage of psychological triggers to get them to agree to talk.

The SystemPosition yourself as a leader, a real expert, so prospects want to talk to you.

System can be done in 30-60 min/day, 5 days/week.

Setting Your Mindset# of new clients you need each month = desired income / avg income per client.

# of appointments you need each month = desired new clients per month / close rate.

4th message: "[Name], we've been in touch here for a few weeks, and as much as I love social media, I still like to get to know my connections in the real world. Would you be open to a no-agenda call to see how we might be able to help each other? How does Tue afternoon look? [Your Name]"

Between final 2 messages that request a call, 29% of prospects agree to call.

Asking permission to send lead magnet: "[Name], we've been connected here for a while, and I thought you might be interested in [lead magnet]. It's all about how [avatar] can [benefit] by [thing you do]. I'd love to send you a copy. Would you prefer I send on LinkedIn, or by email?" Send lead magnet itself, not link to opt-in. If they don't respond, follow up by sending lead magnet and telling them there's no opt-in, and you'd like to hear their thoughts. A week later, ask to have a call to get their ideas about the lead magnet.

Email BlueprintSend a personal, individual email to those who haven't responded to your LinkedIn messages. Say, "Hi [Name], just want to make sure you saw my message on LinkedIn." Deliver value in emails, just like in LinkedIn messages....more

A world-class marketer and salesman reveals the strategies and tactics behind his success. The material is explained well, with plenty of examples. IA world-class marketer and salesman reveals the strategies and tactics behind his success. The material is explained well, with plenty of examples. I found some of the approaches a bit slimy. He says don't lie, but don't tell the whole truth. He advocates leading prospects on, which I find disingenuous. For example, he says you should tell prospects, "We're in touch with your competitors" to imply that you're working with them, when you're really just marketing to them. I don't deny his success or the effectiveness of the techniques, I just don't like that approach to sales.

A major point is that the key to success is pig-headed discipline and determination (powering through implementation, despite short-term disappointment).

I read this looking for ideas to improve my sales skills in my web agency, OptimWise. I had heard of this book a few times, and finally decided to read it when it was recommended in the uGurus mastermind of web agency owners I'm a member of.

Notes

Add strategic market data to marketing and sales materials, rather than just dry, factual product data. Market data motivates people who don't realize they need product/service. For example, a carpet cleaning company should explain how carpet cleaning makes home healthier (market data), rather than just stating that it cleans X feet of carpet for $Y (product data).

When customer asks to be sent info rather than committing on the call, say, "We'd be happy to send the info. In fact, it's already on the way. Let me tell you what happens to people who receive the info. Either they read the info and they're so impressed that they sign up, or they're in such a reactive mode reacting to their business that they never take the time to read the info or to improve their business, and they do nothing. My question for you is: are you the type of person who would rather take action and learn how to double your business, or are you too busy reacting to your business to take the time to learn the skills to improve?" This led to a 50% increase in closes.

1/3 of people will buy something else offered at point of sale. Offer add-on sales at point of purchase. You can have a partner company offer your product as an add-on at its point of sale.

Offer educational seminar/workshop to prospect: "I'm with XYZ company. We have a new program to teach business owners like you how to be more successful. Have you heard of it? We feel it's our obligation to make sure local businesses are successful as possible. So, we've underwritten a program to show you the 5 most common reasons that businesses fail. It also shows the 7 ways to become the most popular [business type] in the community. In the next week we'll be showing this to every other [business type] in the community and thought you'd want to learn the same thing. Are you interested in being more successful in your business and guarding against the problems your type of business faces? I'm one of the speakers who presents this info. The session includes my content and Q&A. What's a good time?"

When you sell, you break rapport. When you educate, you build it. When you sell, people resist you. When you educate, they don't.

The one who gives the market the most and best info beats those who give just product data.

Market data is way more motivational than product data. Most people think of a shoe as a shoe (product data). But when you learn that your feet connect to the rest of your body (market data), that makes the show much more important. Tell why your product/service is important.

Find the "smoking gun": a single fact that positions your offering above competitors. To find the smoking gun, look at market data over time to identify trends.

The best salespeople are high-dominance, high-influence types, with bravado.

Put on an educational seminar. Call prospects and say, "I'm sure you're aware of our company, we've been helping law firms be more successful for 50 years now. We recently commissioned a study on what's going on in the legal market, and we've learned that there are some pretty serious challenges facing lawyers. Since our survival depends on your success, we wanted to make sure that you saw this info and had every opportunity to be ahead of the problems. We put this info into a very succinct executive committee orientation, and we're now showing it to all the top law firms. We're in touch with [names] and are arranging to show this at one of their management meetings. We want to make sure you also see this info." This motivates with fear and uses social proof.

Affiliate marketing is a much faster way to grow than other forms of marketing. Partner with non-competitors who sell to your market.

Make your website an info source that people refer other to. Think of your website as a community; focus on it, not you. Get involved with and serve that community. E.g., Stonyfield Farms site offers info on organic farms, environmentalism, wellness.

Start presentations with overview of industry over time, to get audience interested and show that you know something they don't.

In presentations, don't pitch your product. Only use it as an example (such as in section titled "What to look for").

You'll see more prospects by offering education than by trying to sell your product. A great education can help them realize they need your product.

Never call it a presentation; that sounds like a sales pitch. Call it an orientation or executive briefing.

Rather than selling your product directly, sell an educational program that ultimately sells the product more effectively.

Offer a free report to prospects, and rather than just sending it, present it live for a better sales opportunity. Say, "We present the report to go the extra mile. It has graphics, and we make it an orientation that we present live."

To establish trust, make prospect feel that they're working with an expert. Do that by educating and giving valuable info that helps them succeed.

Establish rapport by asking great questions and finding common interests. Use business questions to get into their personal life.

An objection is an opportunity to close. Always agree with objections; prospect will drop their guard. If prospect says your product is too expensive, say, "That's certainly a good reason not to invest today." Pause, then say, "But tell me, is money the only thing standing between you and the product?" If there are more objections, they'll surface. Then say, "So, if I can find a way to help you afford the product, you'll buy it?" Then help with financing, or create more desire by showing how not buying will cost more in long run.

Offer a free bonus product/service with the sale, to motivate them to buy now. Reverse the risk to neutralize objections by offering money-back guarantee. To make it stronger, tell them they can keep the bonus even if they claim guarantee.

Bond with clients. Ultimate goal is that biggest clients become friends. Become involved in their lives and success of their businesses. Bond through structured follow up....more

A short, practical, focused guide to generating leads and growing your brand through public speaking. It's straightforward and easily digestible. It'sA short, practical, focused guide to generating leads and growing your brand through public speaking. It's straightforward and easily digestible. It's based on the author's 20+ years of experience.

I've done some speaking over the years, but I don't intend to use speaking for biz dev for my web agency in the future. I find speaking extremely stressful and time-consuming (mostly the prep work). I'm preparing for a webinar next week, and have used a few of these tips in my preparation.

NotesEnd every talk by inviting attendees to continue the conversation. A good way is to have a discovery/qualification call to determine fit. At a minimum, offer a download or your newsletter.

When your agency is small, don't outsource speaking. People buy you. As agency grows, you can have an awesome employee who represents the firm well speak.

Request that host send a post-event email to attendees, with links to useful resources, to build your list.

Have a speaking fee, even if you normally waive it, to establish credibility.

Give audience a challenge: an easy to remember to-do. Never end on Q&A, because it's a weak note. Do Q&A, then end with your challenge.

You're speaking for biz dev, not to make a living as a speaker, so you can waive your fee (ask for travel reimbursement) or speak for $250-4000 with travel reimbursement. Invoice 50% up front and 50% at the event.

When you wave or reduce your fee, send an invoice showing your usual fee with subtraction.

Have a slide giving options for joining your email list: text their email address to you, go to a short URL, or drop card at table.

Useful advice on the marketing of services based on 4 keys: price, brand, packaging and relationships. It isn't as astute as Selling the Invisible, whUseful advice on the marketing of services based on 4 keys: price, brand, packaging and relationships. It isn't as astute as Selling the Invisible, which I highly recommend. I like the advice on pricing, branding, specialization, and showing passion. Like Beckwith's other books that I've read, this one is based more on his experience and opinions than research.

I like that Beckwith’s answer to the question, “What one marketing change would help most?” is to appear more successful and confident, because people want to buy from successful companies.

Fallacies of Marketing“Successful marketing hinges on creating distinctions; best practices quickly become a common practices. Best practices also become a trap; you keep waiting for other practices to emulate rather than creating your own.”

Before you try to influence a prospect’s decision, find out what they've already decided, and why. Ask prospects, "What do you know about us? What are our strengths that led you to invite us to talk with you?" That conversation reveals the prospect’s misconceptions, and can help change their decision.

"Before you try to sell yourself, make yourself familiar." Prospects treat the unfamiliar with indifference or contempt. Use marketing to become familiar to the prospect before you try to make a sales presentation.

"The more you bundle into a sale, the more you risk losing the sale entirely." Adding more elements to a sale complicates the transaction and confuses the prospect.

What is Satisfaction?"Your job is not to deliver a service; it is to create satisfaction. Make your clients believe they will be satisfied, and they will be, especially if you do it with passion.”

The First Key: Price"Price creates perceptions, then creates satisfaction.” “A price tells us how good a service probably is, then convinces us how good the service probably was."

“A high price actually improves the experience.” “Higher prices don't just talk; they tempt,” because people want to experience high-priced things. Faced with two identical services, someone who can afford the higher-priced one often chooses it, simply because of its high price.

“Increasing your price will not necessarily decrease your volume, any more than decreasing it will increase your volume.”

The Second Key: Brand"Your brand is your most valuable asset," even if you view your business as nothing more than its people.

The Third Key: Packaging"To make your service better, make it more beautiful." People believe that the more beautiful option is better.

What one marketing change would help most? “Look like you want to succeed.” Use your marketing to show that you believe in your business, and buyers will believe in it too. "The longer your office says struggling young attorney, the longer the struggle."

"Choose images that at least imply that you are different. And at a minimum, choose images that convey quality."

"Your package is your service." "What does your offer look like? Does it look like excellence? Does it fit the prospect’s image of an extraordinary service?"

"The client who feels important feels loyal."

The Fourth Key: Relationships"Choose the clients who are most like you." They "will do more to build your business and any other clients."

Tell the prospect something they really care about: themselves.

"A service provider’s ability to explain what he does, rather than to do what he does, is what most influences a prospect’s impressions of his skill.” Communicating clearly is the essence of creating the impression of competence, skill, and mastery.”

"Find your specialty – no matter how narrow it is – and communicate it convincingly." The title “specialist,” however fraudulent or comical, packs a persuasive wallop. The specialist’s claim, “We do not know everything and do not try to, but we really know X,” can win business against larger and better-qualified competitors.

"A marketing firm tends to evolve to match its background and special knowledge." Think about which prospects would be attracted to your background and knowledge, and communicate appropriately.

Nothing bonds someone to you more than your sacrifice. You must sacrifice a lot to bond clients to you, because they weigh the balance sheet in their favor.

“Help your client with any request reasonably related to your business.” “An extraordinary service can do whatever their client needs done. If they can't do it themselves, they can find someone who can.”

Passion attracts clients, and helps keep them. "The passion to do something extraordinary, as much as and often more than the actual achievement itself, drives employees and bonds their clients to them." Excellent isn’t easily seen, but the passion for it is....more

This is a handbook on being a high-income, professional consultant. It's a wealth of practical advice on high-end consulting, based on extensive firstThis is a handbook on being a high-income, professional consultant. It's a wealth of practical advice on high-end consulting, based on extensive first-hand experience. Weiss exudes professionalism and confidence. He's an unabashed contrarian, sharing alternatives to conventional wisdom. I didn't agree with everything he advocates, but overall I found it very informative.

What is a Consultant?"Interventions [work performed] should be based on results and outcomes, not on activities and tasks."

The more you emphasize results, the more control you have over how do you achieve them (techniques and time used).

Eliminate busywork, paperwork, and communication that doesn't contribute to end results.

Provide options, with pros and cons of each, and your recommendation.

Propulsion and VolitionProvide a choice of a "yeses" so client focuses on how to use you, not whether to use you.

Market gravityUse "market gravity" (inbound marketing) to draw people to you. Use at least 6 methods at any one time. Some methods:• Pro bono work for nonprofits, where you work alongside potential recommenders and buyers• Speaking engagements that put you in front of buyers and potential recommenders. Speak for free if necessary.• Volunteer for leadership in a trade association. You'll be visible, referred to, interviewed.• Ask everyone you know for referrals every 3 months• Ally with those with marketing clout• Others: publish; advertise; get listed in industry resources; provide value on website & blog; email marketing; be adjunct professor; sell info products; network

Breakaway Speed"If you never accept an assignment that calls for you're doing something you haven't done before, you will never earn significant money."

Breaking Paradigms"Consulting is a relationship business. Only carefully crafted relationships will create a breakthrough firm.” Products or services won't.

Clients perceive products and services as commodities, but relationships at intangibles which have incalculable worth. It's also harder to compare relationships than products or services.

Racing through the TurnsDon't set tactical goals such as revenue, clients, percent growth, since they can be limiting self-fulfilling prophecies. Instead, set strategic goals in marketing, relationships, team, personal, etc.

Unbundle your services. Separate them out and charge for their value.

Helping clients handle changes in your services• Present changes as opportunities, not threats• Don't explain changes and raise fees simultaneously. Allow clients to acclimate to changes for months to a year.• Explain changes when client is happy, after a successful project• Provide free additional value to be irreplaceable• Stress that new clients are benefiting from the change and you want them to also

If You Don't Blow Your Own Horn, There is No MusicOffer clients a 10% discount to pay the full fee in advance.

ObjectionsNo money• Focus on value, not price. Don't quote fee until you agree about value.• Rebuttal: Let's not worry about budget for the moment. Let's focus on what you need and how much an improved condition might mean to you.

No urgency• Point out that condition isn't stable but worsening• Rebuttal: You can't afford not to act quickly, and I want to show you exactly what this means to you.

No need• Create need• Rebuttal: Let me show you where you're falling behind the competition because you're looking through a microscope instead of a telescope.

No trust• Build a solid relationship before trying to sell. Give honest, candid feedback. Act as peer and potential partner, not salesperson.• Rebuttal: I'd like to know something about your issues and explain my background so we can decide whether we should proceed together. My projects are partnerships, so it's important that we share our thinking with each other.

Products build brands. They're marketing materials, they force you to create intellectual property, form bases for new services, and provide cash flow.

Dilemma: you've never worked in the industryShow examples from similar industries and explain similarities. Show that you've studied industry.

Dilemma: you've never worked on this type of assignmentShow similar projects. Show you're adept at process of improving client's condition, not content of particular issue.

Dilemma: prospect has never heard of youHave references. Say you're a best kept secret. Say you succeed through client results, not advertising.Ask, "How do you succeed when competitors are better-known?" When they say, "we have better service," say, we have a lot in common."

Expanding Resources"The only people I recommend hiring as full-time employees if absolutely necessary are those who provide secretarial or administrative support or who have highly specialized skills that are required daily."

Instead of employees, acquire talent through alliances with other firms, subcontracting, partnerships (bringing on a partner).

Finder's fees• 15 to 20% if other party closed deal• 10 to 15% if they arranged an introduction but you closed• 5% if they give you prospect's name and you made connection and closed• Thank you and small gift if they give cold lead that you develop and closed• Fee is for current project only, unless it's a pilot, in which case fee is for subsequent project

Prioritize the nurturing of existing client relationships over pursuing new clients. Aim for 80% of business from existing clients.

Making Money When They Have "None"Get testimonials in referrals during project; don't wait until end.

Stop Thinking that Time is MoneyYou can reduce fees if working as subcontractor or you received referral, since these save you marketing expense. You can also reduce fees to get client with great potential, or to get referrals or testimonials.

How to determine your value-based fees1. What is outcome of project worth to client?2. What is your direct contradiction to outcome?3. What is your current relationship with client?4. What are your costs to complete assignment?

The value distance: moving client from what they think they want to what they really need. This movement allows you to deliver greater value and charge accordingly.

Have client absorb all expenses; bill monthly; make your terms do on receipt; follow up in 30 days if not paid.

Retainers should be for access to your advice, not for projects. There should be nothing to implement.

If asked how you came up with fee, say, "It's based on my contribution to the value you derive from this project, providing dramatic ROI for you and equitable compensation for me."

An insightful look at what clients love about service providers. It touches on marketing, sales, service, and client relations. Few (if any) studies aAn insightful look at what clients love about service providers. It touches on marketing, sales, service, and client relations. Few (if any) studies are cited, so it seems most of the assertions are based on Beckwith's experience and opinions. It's more disjointed and meandering than logically organized. It isn't as astute as Selling the Invisible, which I highly recommend.

Drawing Your Blueprints"Clients feel about a service the way they feel about the provider."

Ask yourself, "If I ran a competing firm, how would I beat ours? Which weakness would I attack? What would I do to distinguish this firm?" Then eliminate that weakness.

Ask yourself, "If we were starting from scratch, what would we do differently?" Do that.

Perceptions create expectations, and those influence the experience. Use marketing to shape expectations. Create the expectation that you're skilled, reliable, trustworthy, etc. through everything that touches prospects.

"First impressions are eternal." They become self-fulfilling prophecies. Stereotypes about you and your industry become lasting opinions. Avoid using labels and descriptions that play into negative stereotypes, and use ones that play into better stereotypes.

Prospects "hear from bad companies, and hear about good ones." "Advertising comforts prospects; they assume the company must be at least good." "Advertising warms every marketing and sales effort that follows."

Word-of-mouth is overrated. It's often PR or advertising that deserves the credit, because people refer those about whom they've heard through PR or advertising.

Clear Communication. Trend: Option and Information OverloadDon't thank a publication for running your article, because it sounds like they did you a favor. Instead, praise them for their help.

Testimonials work when they're from a person with special authority and credibility. They also work if they're on video, so the viewer can evaluate sincerity, passion, credibility. In all other cases, testimonials don't work. People assume anonymous testimonials are false.

Americans assume that people with an uncommon, scholarly mastery of a subject lack common sense and a common touch. Find a common way to communicate your uncommon skill.

Americans don't associate academic credentials, awards, or the expert's conviction and confidence with expertise. The expert's ability to communicate clearly is the strongest evidence.

When a publication accepts your article, try to dominate the publication by being published at least 4 times a year, and advertise in other months.

People who reveal something negative about their service win more business. People assume that those who reveal weaknesses are truthful and trustworthy. Revealing weakness also charms and disarms, helping establish relationships.

What the best salespeople sell (in order): Themselves. Their company. Their service or product. Price. Ordinary salespeople sell the reverse.

When presenting, look people in the eyes, where relationships are made.

Don't say anything negative or critical, or you'll be branded as negative. You're selling a feeling, and you need the audience to feel good.

A Compelling Story. Trend: The Decline of TrustBy having an impressive office, you give clients the sense that they've arrived. They feel they belong, and feel important. Your office reminds your clients how special they are.

Create a community of your clients, online or offline. Connecting them helps connect them to you.Build more into your service - warmth, connection, friendship, rest, status, and community. People pay extra for these. Americans pay extra for status, to feel special.

Clients take customer service mistakes personally. In their minds, you didn't care about them. Reassure your clients that they're important - every chance you get.

Loyalty comes not from marketing, but from personal sacrifice. Don't mass-mail or bribe; serve. Identify your key 20% of clients who provide 80% of your revenue, and make them feel appreciated.

It's the time required to communicate that matters; not the note, email or call, itself.

The first 5 seconds - the greeting, welcome, receptionist's answer - influence customer satisfaction more than any other act. Clients love feeling welcome.

4 Rules for Choosing Clients• "Trust your instincts. If something feels wrong, it will be."• "Bad clients don't produce minimal returns; they produce losses."• "If a prospect is most interested in cost, you will never be happy and always be vulnerable"• "You cannot cut a bad deal with a good person or a good deal with a bad person."

Don't attack your industry in your marketing. It makes buyers less likely to buy from you too.

The top reason clients remain loyal is comfort. With so many messages and choices they can't see or inspect, and with trust declining, clients feel uncomfortable.

To make clients comfortable• Have a familiar name and brand• Look and sound expert (through appearance and publishing)• Be clear about who you are and why they should choose you• Have integrity; be predictable• Express genuine interest• Show passion

A Reassuring Brand. Trend: The Rise of Invisibles and IntangiblesOptimists prosper because they're positive, even when they're wrong, which is the way of improvement....more

This book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning iThis book tells how to establish a position for your products and company in the minds of prospects. The authors say that the essence of positioning is to make your brand name stand for the generic (e.g., Kleenex).

I like the advice to start with the position you already have (what you’re already known for), and work to improve from there.

It’s mostly applicable to large companies with large advertising budgets, but most principles can apply to smaller businesses. It’s mostly applicable to products, not services, but most lessons can apply to services.

I read this to learn more about positioning my web design agency, OptimWise. I read it because it was recommended by a local restaurateur. I’ve also seen it on lists of marketing books.

Below are my notes.

Pricing“Charging high prices is not the way to get rich. Being the first to (1) establish the high price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success.”

“The place to establish the high price is in the ads, not in the store. The price (high or low) is as much a feature of the product as anything else.”

“There should be no surprises in the store. Your ads don’t have to quote exact prices, although sometimes that’s a good thing to do. What they should do, however, is to clearly position your brand in a particular price category.”

The Power of the NameA name should begin the positioning process by telling the product’s major benefit. For example, Head & Shoulders Shampoo, or DieHard batteries. But the name shouldn’t be so close to the product itself to become generic. It should be strong, generic-like, and descriptive.

Prevent customer confusion by putting the product/service you’re known for in your company name. For example, change Continental Corp. to Continental Insurance.

“A name is a rubber band. It will stretch, but not beyond a certain point. Furthermore, the more you stretch a name, the weaker it becomes.”

The Free-Ride Trap“One name can’t stand for two distinctly different products. When one goes up, the other goes down.” Use different names for different products.

The Line-Extension TrapThe more products hung on a brand name, the less meaning the name has to the average consumer.

Offering a step-down product (lower end version) hurts the prestige of the original.

Positioning Your Business“Your company’s name ought to stand for something within your industry.”

Don’t try to position based on having better people (staff). Buyers won’t believe it.

“The solution to a positioning problem is usually found in the prospect’s mind, not in the product.”

“Find a way into the mind by hooking your product, service, or concept to what’s already there.”

“If you can start with a strongly held perception, you’ll be that much ahead in your efforts to establish your own position.”

“Start with what the prospect is already willing to give you.” Emphasize your perceived advantages. “Instead of asking what you are, you ask what position you already own in the mind of the prospect”

You find your position by studying your competition, not yourself.

Smaller businesses should position against large competitors, because the large competitors are in the minds of prospects. In ads, exploit their weaknesses.

“A positioning exercise is a search for the obvious. Those are the easiest concepts to communicate because they make the most sense to the recipient of a message. Unfortunately, obvious concepts are also the most difficult to recognize and to sell.”

“The big winners in business and in life are those people who have found open positions near the center of the spectrum. Not at the edge.” For example, “You must be slightly conservative in a field of liberals or slightly liberal in a field of conservatives.”

“Prospects don’t buy, they choose … among brands … The merit, or lack of merit, of your brand is not nearly as important as your position among the possible choices.

“Often to create a viable position, you must reposition another brand or even an entire category of product. As Tylenol did to aspirin, for example.”...more

This guide is bursting with small business marketing strategy and tactics. It’s well-written and practical, based on extensive firsthand experience. TThis guide is bursting with small business marketing strategy and tactics. It’s well-written and practical, based on extensive firsthand experience. The system advocates an expanded version of the marketing funnel, content marketing, digital marketing, and lead conversion.

I found welcome advice about creating a core marketing message, positioning, and generating referrals. All of those are areas I’ve been working to refine with my web design agency, OptimWise.

The Duct Tape Marketing System1. Develop Strategy Before Tactics. Define your ideal client, communicate your key difference, and filter your tactics through your strategy.2. Embrace the Marketing Hourglass. Expand the marketing funnel to turn new customers into advocates and referral partners. The path: know, like and trust, then try, buy, repeat, refer.3. Adopt the Content Publishing Model. Commit to producing content like a publisher. Consistently produce content that builds awareness and trust.4. Create a Total Web Presence. Having a website isn’t enough. Promote it through SEO, social media, offline efforts.5. Orchestrate the Lead Conversion Trio. Generate leads with referrals, advertising, and PR. These amplify each other.6. Drive a Lead Conversion System. Create a systematic approach to nurture and educate leads and orient new clients.7. Live by the Marketing Calendar. Create monthly projects and themes, weekly action steps, and daily marketing appointments.

Identify your ideal clientSteps to discover ideal clients1. Profit: which clients are most profitable? Which service or type of engagement is most profitable?2. Propensity to refer: which of these clients refer?3. Demographics: what demographics do these clients share?4. Behavioral markers: what makes these clients tick? What triggers them to look for someone like you? What behaviors can you target (attending certain conferences, joining civic or nonprofit causes, etc.)5. Biographical sketch: how would you spot the ideal client? What words and images make up their “picture”? Give these profiles personal names.

Questions to ask• What problem do you solve? Do you sell peace of mind, status, pain relief?• Where are your ideal clients located? Are certain areas or patterns more desirable?• How do ideal clients make buying decisions? Committee, bid, RFP, referral, search engine, etc.?• How can you reach ideal clients? Associations, publications, mailing lists, networking, etc.?• What irritation/frustration in your industry do clients deal with, that you can fix?• Does the target market value your expertise enough to pay a premium?• Are other companies already thriving in this market (proving viability)?

Ideal prospect = physical description + what they want + their problem + how they buy + best way to communicate with them

Discover your Core Marketing MessageDon’t claim to be different on quality, good service, fair pricing. These are expected. Your difference must be in how you do business, how you sell; the experience.

To help uncover your positioning, ask your clients:• Why did you hire us?• What do we do that others don’t?• What’s missing from our industry?• What could we do that would thrill you?• What do you put up with in this industry?• What would you do if you owned our business?

To write case studies, interview clients and ask these questions:1. What solutions were you seeking when you hired us?2. What did/do we provide that you value the most?3. What has been the result of working with us?4. What would you tell others who are considering hiring us?

When asking clients to write a testimonial, ask them to write it as though they were recommending your business to a friend who was considering hiring you.

Run advertising that gets resultsTwo-step direct response advertising1. Run ads that offer the reader a free report, sample, or something of high perceived value. Ask them to visit website and exchange basic contact info for this valuable info.2. Send the report to all who respond, and market to this group like crazy.

To develop a good info product, think of how to help readers avoid the pain of paying too much, wasting their time, losing something they value, or encountering frustrating situations. The info product can be a white paper, webinar, audio, workshop, email series, etc.

To evaluate advertising options, ask:1. Does it allow you to specifically target your ideal prospect?2. Does it provide high ROI?

Advertising options• Direct mail is likely the best option for most small businesses. Purchase very targeted lists and do small tests.• Telemarketing is ineffective for lead generation, but can be useful in following up on other forms of marketing.• Internet ads, including PPC, can be effective. They can be placed quickly, targeted, and tested.• Start with direct mail, get a predictable response, then add other forms of advertising to expand and enhance your message.

Direct mail is an ideal target mediumSales letter formula1. Headline. Scream, “This is worth your time!”2. State the problem. Show that you realize their problem and understand their frustration.3. Stir up the problem. Draw a picture of what the problem is costing them in money, time, frustration, status.4. Paint a hopeful future. Reveal what life could be like (or what it’s like for others like them).5. Outline a solution. Show that you know how they can get relief. Layer on the benefits of your solution.6. Answer objections. Address those that prospects have posed.7. Make an offer. Offer free report, workshop, or other free or low-cost info product.8. Call to action. Tell them why and how to contact you.9. P.S. Always include a P.S., the second most read part. Restate your offer or chief benefit.

Ramp up a systematic referral machineEducate your referral sources with one sheet with following info:• How to spot your ideal clients• Your Core Message• Your referral marketing process: how you’ll contact the referral, what you’ll say, how you’ll follow up• CTA: the best way to refer you: actual words to use, how to pass lead, web address• Create a blank copy of your referral source education document and send it to referral network, asking them to fill it out so you can better refer them.

How to reward referrers• Offer discounted prices• Give gift• Give your product/service• Recognize at referral appreciation dinner• Acknowledge their contribution online and in newsletter• Refer business to them

When you meet with a new client, say, “We know that you’ll be so thrilled with our service that at the end of 90 days we’ll ask you to help us identify 3 other people who, like you, need this kind of result.”

Create a strategic referral partner network• Find businesses with same ideal client target• Ask good clients who they like to buy from• Invite partners to contribute to newsletter, blog, etc.• Use, rate, and review partners• Bring partners together to network• Get businesses that serve the same target market to offer a free product/service that complements what you sell, or is at least of interest to your target market• Offer to businesses that serve your market to provide a service for their customers. Example: offer to accounting firms to complete a free marketing audit for each of their new small business clients.

Referral offers• Offer influencers a trial service in exchange for endorsement, testimonial, speaking gig, etc.• Offer 20% refund each time client refers someone, up to 100%

Presentations• At end of your presentations, ask participants to complete a very brief survey to help you improve your presentations. Offer a free info product in exchange. The comments can be used as testimonials.• Give attendees a simple one-page note-taking handout with your contact info.• If you must present info that you’re not passionate about, inject something personal you are passionate about (hobbies, interests, etc.).

Commit to your marketing with a planMarketing habits• Send handwritten notes to thank clients for their past support and business. This will generate work and referrals.• Call 5 clients and briefly interview them about ways you could serve them better. This can also help you discover your USP and Core Message.• When you cold-call, simply offer a free resource (tip sheet, checklist, report) on your website. Don’t try to sell anything. Follow up with those who get info....more

Godin shows how to use storytelling as marketing. He says that the successful marketers are those who honestly tell a story people want to believe andGodin shows how to use storytelling as marketing. He says that the successful marketers are those who honestly tell a story people want to believe and share. He describes principles and plenty of specific examples. There’s no filler.

Despite the title, Godin isn’t advocating lying. He calls the stories that consumers believes “lies,” because they often aren’t completely factually accurate. Stories are the lies consumers tell themselves based on the emotional need they want to fill by acquiring a product or service.

SummaryYour story is your product. People want to know it. Make it consistent and authentic. Frame it in terms of the worldview of the person you’re telling the story to (marketing to). Live it out loud. Support it with every action you take, and your packaging, ads, customer service, etc. Don’t worry about those who don’t want to hear it. Tell it to those who will listen, believe, and tell their friends.

HighlightsWhen people expect a certain outcome, their brains filter their experience to match. “People tell themselves stories and then work hard to make them true.” For example, at a raved-about restaurant, people remember the good and forget the bad.

“The story is what people set out to buy.” “Lies satisfy our desires. It’s the story, not the good or the service that you actually sell, that pleases the consumer.” “Nobody buys pure design … They buy the way the process makes them feel.”

"Stories (not ideas, not features, not benefits) spread from person-to-person.”

“The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the first place.”

Their WorldviewFind a shared worldview and frame a story around that view.

Don’t try to change someone’s worldview. Don’t try to use the facts to prove your case.

Instead of targeting niches, target the much bigger opportunity: overlooked big markets comprised of people with complementary worldviews.

“It’s not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.” “They can turn a small market into a cult, into a movement and then a trend, and finally into a mass market.” Seek out early adopters (those who want to try new stuff), persuade some that you’ve found “the answer” they’re seeking. "You succeed by being an extremist in your storytelling, then gracefully moving your product or service to the middle so it becomes more palatable to audiences that are persuaded by their friends, not by you.”

MarketingMarketers succeed by creating an emotional want, not by filling a simple need.

In marketing, "you have to hint at the facts, not announce them. You cannot prove your way into a sale - you gain a customer when the customer proves to herself that you’re a good choice."

Tell a different story than your competitors. “Persuade those listening that your story is more important than the story they currently believe.” Tell a story that’s different in kind, not in degree.

The only stories that spread are the remarkable ones; the “I can’t believe that!” stories....more

This book explains that people buy from a company because they believe in its values, not because of the quality of its products or services. In SinekThis book explains that people buy from a company because they believe in its values, not because of the quality of its products or services. In Sinek’s words, “People don't buy WHAT you do, they buy WHY you do it.” Customers and employees want to be part of a higher cause (your WHY), so you need to share yours and show how your products or service advance that cause. If you watch TED Talks, you’ve probably seen Sinek’s 2009 talk, How great leaders inspire action, which this book expands on.

According to Sinek, your WHY is your belief. HOWs are the actions you take to realize that belief. WHATs are the results of those actions (what you say and do, your products, services, marketing, culture, etc.).

The book includes worthwhile insights into defining your vision, mission, and marketing. Unfortunately, it’s 2-3 times longer than it needs to be to make its points.

Below are my notes.

CustomersManipulation drives transactions, but not loyal, lasting relationships. That requires inspiration. Manipulations include price drops, promotion, fear-based or aspirational messages, or novelty. Inspiration is the cause represented by the company.

"A simple claim of better, even with the rational evidence to back it up, can create desire and even motivate a decision to buy, but it doesn't create loyalty.”

You can’t differentiate based on your HOW and WHAT (product, service, price, etc.). You must differentiate based on WHY and HOW.

Many companies try to prove their value without saying WHY they exist in the first place.

When selling, share your WHY first, then your WHAT. The WHY (belief) drives the decision, and the WHAT (features and benefits) serve as tangible proof of they WHY, providing a way to rationalize.

EmployeesCustomers and employees want to be part of a higher cause (your WHY).

Companies with a strong sense of WHY inspire their employees, who are more productive and innovative.

"Average companies give their people something to work on. … Innovative organizations give their people something to work toward.”

Company leadership"Companies with a clear sense of WHY tend to ignore their competition, whereas those of a fuzzy sense of WHY are obsessed with what others are doing.”

Most successful entrepreneurs are HOW-types. Most love to build things, not envision them (as WHY-types do).

Sinek's recommended booksthe works of Ken Blanchard, of Tom Friedman and of Seth GodinThe Starfish and the Spider by Ori Brafman and Rod Beckstrom First, Break All the Rules by Marcus Buckingham Good to Great by Jim Collins The 7 Habits of Highly Effective People by Stephen Covey The 4-Hour Workweek by Tim Ferriss Never Eat Alone by Keith Ferrazzi E-Myth by Michael Gerber The Tipping Point and Outliers by Malcolm Gladwell Chaos by James Gleick Emotional Intelligence by Daniel Goleman Made to Stick by Chip and Dan Heath Who Moved My Cheese? by Spencer Johnson, M.D. The Monk and the Riddle by Randy Komisar The Five Dysfunctions of a Team by Patrick Lencioni Freakonomics by Steven D. Levitt and Stephen J. Dubner FISH! By Stephen Lundin, Harry Paul, John Christensen and Ken Blanchard The Naked Brain by Richard Restack Authentic Happiness by Martin Seligman The Wisdom of Crowds by James Surowiecki The Black Swan by Nicholas Taleb American Mania by Peter Whybrow, M.D. and the single most important book everyone should read, Man's Search for Meaning by Viktor Frankel...more